Pre-pandemic, beauty applicators usually took the form of small, lightweight spatulas that could easily fit into boxes with products – a nice-to-have tool that could easily be misplaced.
With the advent of COVID-19 and rising consumer awareness of germs and bacteria, the humble applicator has now become a “standalone must-have”, said Stephane Bulle, VP of packaging Innovations at packaging company Meiyume.
“Especially with the onset of the COVID-19 pandemic, the demand for hygienic applicators have become a priority for many consumers as they look to minimise germ exposure and find a more sanitary way to go about their beauty routines.”
Talisa Poh, founder of Singapore-based Klynn Beauty, agreed that applicators were likely to become a critical tool in the consumers’ beauty arsenal.
She told CosmeticsDesign-Asia that the firm has recently been receiving requests for a facial mask applicator from its customers.
“We’ve had a lot of requests for it. We actually have a batch of facial mask brush applicators coming in as we speak, and our customers will be able to purchase it as an add-on.”
Like Bulle, Poh attributed this demand to the heightened awareness of hygiene due to COVID-19.
“It’s way more hygienic to use a brush applicator as we avoid using our fingers that can contaminate the product as well as transferring any bacteria and germs that are on your hands onto your face.”
Published by Amanda Lim, Cosmetics Design Europe, August 19th 2020
