Research by leading data and insights consultancy Kantar has found that pampering tops the priority list of things consumers are most looking forward to after the lockdown lifts.
Using both human and artificial intelligence to scan English language social media conversations around COVID-19, the firm found beauty therapy topped the bill of mentions of what people are looking forward to most post lockdown.
The firm found over half a million (507,000) mentions between the 24th and 30th March on treatments such as going to the barber or salon, getting hair cut or dyed, and having nails or eyebrow treatments.
In comparison, eating out and going to the cinema received less than half the mentions at 215,000. Nights out with friends such as a trip to the pub received 195,000 and live music events 182,000. Travel post lockdown faired less well with only 74,000 mentions and going to the gym was the least talked about activity with only 8,000 mentions.
Kantar comments on the findings: “If you own a hairdressing business or beauty salon, prepare for a boom in business once quarantine is over. We might also expect to see an increase in demand for beauty and make-up products. For brands looking to reconnect with consumers, it is going to be about demonstrating the value of the brand experience.”
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