covid-19 & self-care · i have more time, for example cleaning, learning new skills, cooking,...

COVID-19 & SELF-CAREHow are readers looking after themselves during the lockdown? What role does self-care and beauty take over this period?April 28th, 2020

Self-care is important They’re spending on beauty They want to hear from brands

Readers use self-care to make themselves feel ‘normal’ in these unusual times.

It’s also a way to relax, boost self-esteem and indulge

They’re looking for products that are kind to skin that’s been dried out from

frequent hand-washing, but also brands that can be delivered to their homes and

that bridge the gap between affordability and luxury

Not only do two thirds of readers feel that it’s appropriate to advertise during the

pandemic, but they also want guidance from brands on tips to keep well and groomed during lockdown, showing

opportunities for content partnerships

THERE ARE MANY OPPORTUNITIES FOR BEAUTY AND SELF-CARE BRANDS

What self-care regimes are readers taking part in and what impact does it have on them?

1

What you have been doing to look after yourself and make yourself feel well during the lockdown?

43%

17%

16%

8%

Exercise / walking

Eating well

Staying at home / socialdistancing

Following Governmentadvice

Keeping healthy

READERS ARE TRYING TO KEEP WELLStaying active and eating well is key – whether that’s indulging in favourite dishes or eating

healthily. They are also doing their best to abide by government advice

SOURCE: MATTERS SURVEY APRIL 2020 BASE: All respondents (420)

“While football was on TV I could watch ten game a week, I was a real couch potato. Now I have so much free time. I have a regimen of 10,000 steps a day

(at least), combined with weight training. With pubs closed I haven't had alcohol for 26 days!? Instead of wasting precious time, I'm reading, relaxing

and enjoying my garden and my feathered visitors. I haven't been this fit, physically and mentally for a while. ”

Male, 35-44

“Baking, watching feel-good movies, eating my favourite foods

and pampering myself”

Female, 25-34

“Eating healthier and trying to do exercise at home”

Female, 45-54

“Just getting on with it, complying with the social distancing and other hygiene recommendations from government and science officers and using the phone

more than usual to replace face to face contact with friends and family”

Male, 55-65


22%

13%

6%

5%

4%

Gardening / time ingarden

Housework / having a sortout

Establish a routine

Being productive /keeping busy

DIY

Keeping busy

KEEPING BUSY IS HELPING MENTAL HEALTHReaders are looking for some type of normality during the lockdown, as well as getting

round to jobs that they don’t always have time for, like housework and DIY


“Trying to stay busy. Some DIY and gardening and more to do,

including spring cleaning and clearing out the loft, so plenty to

keep me busy for several weeks to be honest (but hopefully not!).”

“Continue to study a little to keep learning despite the uncertainty of A level grades. Catch up on things I have been meaning to do, now that

I have more time, for example cleaning, learning new skills, cooking, learning to drive, watching series and movies. Spending more time with my siblings and family, going into the garden everyday for a few hours or do work outside, to experience fresh air. Establish a routine of work

and relaxation to keep sane”

Female, 18-24

Male, 35-44

“Trying to keep to a routine as far as possible. Eating as well as

possible. Exercising every day. Showering & shaving as usual. Sleeping as well as possible.”

Female, 35-44

“I always have plenty to do and always busy with

house and garden! I would never ever be bored whatever the circumstances.

Female, 65-74


16%

10%

9%

7%

6%

6%

Keep in touch

Reading

Watching TV / film

Cooking / baking

Hobbies

Games / puzzles / surveys

Enjoying the small things

TAKING JOY IN SIMPLE PLEASURESWith time on their hands, readers are making sure they stay in touch with loved ones

and enjoy the space to indulge in hobbies


“Kept busy and isn't difficult. Not as many hours in day as I need. So, YouTube exercise videos, cleaning, cooking, reading, surveys, reading,

garden, learning Spanish, TV at night, quiz with mates via Zoom. Coloured my hair 3 different

colours / shades. Learning card games from son, started very hard Jigsaw.”

Female, 55-64

“Eating well, getting enough sleep, making sure I leave the house most days, keeping active, pampering

myself, FaceTiming friends”

Female, 18-24

“Nice days been outside mowing the lawns or just reading in the

garden listening to the birds and the lack of traffic near my house. as well

as keeping up with family and friends via social media/ FaceTime

etc.”

Male, 45-54

“Have been reading, listening to music, playing football with my son

and trying to watch what I eat.”

Male, 45-54

5% 8% 8% 11% 21%5% 10% 11%

42% 49% 52% 49% 40% 31% 22% 25%

51% 35% 34% 29%28%

12%10% 5%

Watching TV /films Reading

Listening tomusic

Taking part inhobbies Exercising

Listening topodcasts Running Cycling

Please look at the following activities and indicate whether you have done this more or less since the lockdown.

More thanbefore

No change

Less thanbefore

INCREASING LEISURE TIME3 in 10 are exercising more now they’re in lockdown, though 1 in 5 are also doing it less. Readers are spending more time watching TV, and 3 in 10 have more time for hobbies


NB: not showing those who do not ever do activity

12% 16% 7%23%

10%

50%31%

14% 15% 19% 27%9%

71% 73% 64% 62%42% 39% 37% 33% 33% 30% 27% 16%

14% 9% 15% 8%

12%3% 4% 5% 5% 3% 3%

4%

Shower-ing

Washinghair Bathing Shaving Skin care Hair cut

Hairstyling Pedicure

Mani-cure

Haircolour Make-up

Selftanning

Please look at the following beauty / self care activities and indicate whether you have done this more or less since the lockdown.

More thanbefore

No change

Less thanbefore

CONTINUING TO LOOK AFTER THEMSELVESSticking to a personal hygiene routine is important. Half of readers haven’t had a hair cut

since lockdown, and make-up and hair styling have been reduced too


NB: not showing those who do not ever do activity

Those who exercise more are 1.8x more likely to

shower / bath more

Younger readers are 4.2x more likely than older readers to be doing more beauty

/ self care

SELF-CARE ACTIVITIES HAVE CLEAR ROLESWashing helps people feel in a routine, while bathing helps relaxation. Hair styling and

make-up builds self esteem and makes readers feel more like themselves


What function do you see each of the following activities?

Showering Washing hair Bathing Shaving Skin care Hair cut

Personal hygieneRoutine

Personal hygieneRoutine

Personal hygieneHelps me to relax

Personal hygieneFunctional

Good for indulgenceHelps me to relax

FunctionalMakes me feel like

‘me’

Hair styling Pedicure Manicure Hair colour Make-up Selftanning

For self-esteemMakes me feel like

‘me’

Personal hygieneFor a ‘pick-me-up’

Good for indulgenceFor a ‘pick-me-up’

Makes me feel like ‘me’

For self-esteem

For self-esteemFor a ‘pick-me-up’

Good for indulgencePasses the time

What beauty products are readers buying and how do they want to interact with brands?

2

38%31% 31%

27%

18% 16% 13% 12% 12% 7% 7% 6% 4%

Have you bought any of the following personal care items since the lockdown started / in preparation for the lockdown?

MORE SELF-CARE PRODUCTS IN THE BASKETBoth hygiene products and beauty & self care products are being bought. Many have spent more than usual during this period. Younger readers are most likely to buy more


42%15% 65%

24%

23% 29%40% 26% 23%

26% 29%

*Spent more than

normal

Av. number of products bought by age group

3.6

1.4

1.9

18-34:

35-54:

55+:

45%

39%

30%

26%

24%

16%

Availability in store

Kind on my skin / hair

Effective at killing bacteria

Availability for delivery

Cheapest price

Feels like a ‘treat’

Which of the following influences your choice of personal care or beauty product when purchasing during the

current climate?

AVAILABILITY INFLUENCES PRODUCT CHOICEHowever, readers also want products that are gentle to skin and hair. Younger readers

want products delivered, that are both affordable and feel like a treat


34%

42%

40%

35%

33%

33%

47%

38%

25%

21%

22%

12%

51%

37%

26%

25%

17%

7%

Availability in store

Kind on my skin / hair

Effective at killing bacteria

Availability for delivery

Cheapest price

Feels like a ‘treat’

Choice Influencers by Age Group

18-34 35-54 55+

14%

51%

13%5%

How appropriate do you think it is for personal care and beauty brands to

advertise currently during the Coronavirus (COVID-19) pandemic?

Very inappropriate Not very appropriate

Somewhat appropriate Very appropriate

BRANDS CAN SUPPORT DURING COVID-19Readers want to read content from brands that support their lives during uncertain times. Women, younger readers, and those who are exercising more are particularly interested


65%appropriate

56%

55%

44%

43%

36%

33%

30%

26%

23%

Tips for boosting energy

Tips for mental wellbeing

Relaxation guides

Information for looking afteryour skin

‘How-to’ guides for cutting hair

‘How-to’ guides for styling hair

At-home pampering guides

Guides for at home spa /salon treatments

‘How-to’ guides for dying hair

How interested would you be in hearing more about the following topics?

Av. Interest in Topics by Different Audiences

Male

29%

Female

46%

18-34

61%

35-54

34%

55+

23%

Exercising more

51%

Not exercising more

33%

Lockdown: Week ThreeMethodology

S U R V E Y : 10-15 min online survey Readers recruited through Matters Panel

F I E L D W O R K D A T E S : 9th - 14th April (420 respondents)

S A M P L E :Data weighted to be representative by age and gender of MMM daily readership

Lockdown: Week ThreeWe’ve wanted to understand what readers are doing to look after themselves during lockdown.

Using our Matters community, we asked our readers what self-care they are currently doing, how that’s changed over time, and how it makes them feel. We also asked them what they’ve been buying and how spend has changed.

covid-19 & self-care · i have more time, for example cleaning, learning new skills, cooking,...

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