Personal Care and Beauty During COVID-19

As the USA continues to experience lockdown, voluntary isolation, and quarantine, millions of women are spending more time at home than they have done since they were young. Relationship management, work intrusion, cooking, and cleaning have all required additional attention and new approaches.

As with all behaviors, reactions to COVID-19 are largely driven by personality. In this study, Segmedica's widely used PersonaSmart™ global personality-based personas are used to define how women are behaving in beauty, cosmetics, and personal care and how to approach the two main personality clusters with differentiated messaging for competitive advantage.

You will learn how these personalities’ decision processes and behaviors vary and how to affect their behaviors in personal care and beauty. If you need to understand the behaviors of consumers, you will find this report very valuable.