The first few months of the 2020 quarantine will forever be remembered as a time of rapid adaptation. And, amid the times of uncertainty and fear, a new can-do attitude emerged, as circumstances meant that DIY projects now applied to everything—from cooking to home improvement to, yes, even the full range of salon services.

“During the lockdown, consumers were not able to go to salons and this led to an increase in demand for products that could be used at home, such as treatments and coloration,” explains Juliana Gomiero, global strategic marketing director, Lubrizol Life Science—Beauty. “And even though the consumption of styling products decreased during lockdown, consumers do not want to stop using them. They were looking for styling products with additional benefits, such as care and protection.”

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Published on June 1, 2021 by Lisa Doyle