Can contactless applications in eye and facial care become a preferred format post-Covid-19 in India?

Consumers could keep in mind advice not to touch their face when purchasing eye and facial products post-Covid-19, creating a potential appeal for contactless applications. Credit: July Prokopiv / Shutterstock.

Eye care and facial care brands can benefit from introducing products in contactless application formats such as sticks, roll on, or sprays that allow consumers to apply products without touching their face.

In India, 65% of consumers completely or somewhat agree that they want to look younger than their age, much higher than the 46% global average. Due to the mandatory mask requirement in India, eye and face products could come under increased scrutiny by these consumers as they look for safe options to remain young looking.

In addition, the lesson learned from not touching the face with the hands could become an instilled behaviour that these consumers will keep in mind when purchasing eye and facial products post-Covid-19, creating a potential appeal for contactless applications.

The most common formats for eye creams and facial moisturisers in India are tub, tube, pump bottles, and dropper (serums or oils), which all typically involves first dispensing the product on to the hands before applying to the face or eyes.

The spray format is common in skincare in India but is only used in selected categories such as face mists, toners, makeup setting sprays. These are somewhat of a niche group in the body moisturisers or sunscreens categories and are typically designed for easy application in hard to reach areas. Apart from lip balms, stick formats are mostly restricted to makeup products and are not very common in skincare products in India.

Facial moisturiser and eye care brands can seek inspirations from these other categories to innovate in contactless applications in formats, such as sprays, sticks, and roll-on that are suitable for both people staying at home or venturing out.

India relaxed the lockdown measures on 18 May, but strict guidelines on mandatory masks and social distancing measures in public places remains. As India has been under a strict lockdown and wearing facial masks since 24 March, consumers seek ways to brighten their spirit. Indulging in innovative eye makeup and moisturisers could be particularly appealing to women as the eyes are the main facial feature in view when wearing a mask.

During the coronavirus outbreak, 41% of people in India spent significantly or slightly more time on actively posting on social media when compared to before and contactless facial and skincare products could especially interest image-conscious consumers who are most likely to continue to post images of themselves either with makeup or bare-faced. Makeup usage is also likely to result in people wanting to spend in skin and eye care, and invest in hygienic contactless application formats that can be used both at-home and on-the-go.

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