Remote work prompts decline in demand for personal grooming products

The pandemic is changing the way we present ourselves to the world.

Weeks into the countrywide general shutdown and coronavirus is starting to lay waste to basic personal grooming routines as we are told to stay home and work remotely if possible.

People are washing their hair less often, going makeup-free, putting off shaving and even abandoning deodorant, according to supermarkets and fast-moving consumer goods companies.

Take the case of Samirah Rahman, who works at a foreign non-governmental organisation. She said she has not used any cosmetics in the last one-and-a-half month at least as she does not need to go to work or do the school run.

"I may have even forgotten how to use an eyeliner," she added.

Last month, makeup giant L'Oréal said the global cosmetics market was down 8 per cent in the first quarter as consumers pulled back on skincare and beauty products.

Unilever reported along these lines. The Anglo-Dutch company said the lockdown had affected its haircare portfolio in China and India, while skincare sales were also down.

Its Chief Financial Officer Graeme Pitkethly said people were spending "more time at home, more time cooking" and maybe has "less personal care occasions" now.

Didarul Alom, a high official of a multinational company, also said he let his grooming standards slip.

He has not been using any deodorant or hair gel since the lockdown started as he is confined at home. "I am not shaving either, so shaving gel and after-shaving products are not needed any more," he added.

"Our cosmetic products sales are almost zero now," said Md Iqbal Hossain, head of business of ACI logistics, which runs the supermarket chain Shwapno.

Normally, people use the colour cosmetics when they go out, but now that they are confined to home, so these products are of no use. Colour cosmetics includes eyeliner, eye shadow, foundation, face powder, lipstick, nail polish etc.

However, personal cleaning products like soap and hand wash sales have doubled between March 8 and April 25, he said. Shampoo sales also surged 40 per cent, Hossain added.

"Hygiene products are now mostly demanded by the customers," said Christabel Randolph, company secretary of Marico Bangladesh.

The Mumbai-based FMCG company that operates in the beauty and wellness space started operations in Bangladesh in 2000 with its flagship brand 'Parachute' coconut oil.

"Soap and shampoo sales remain strong. But pure cosmetic products are not doing well," Randolph added.