French Beauty: Pandemic Makeup Trends and Consumer Segmentation

For as long as we can remember, the je ne sais quoi of French beauty has been an imperfectly perfect ‘no makeup’ makeup look and striking red lips. Beauty brands, fashion houses, magazines, and pop culture references have all contributed to this narrative, and French beauty is seen as minimal, effortless, and iconic.

With the onset of the pandemic and the need to wear protective masks, how have French makeup trends evolved? To quench our curiosity, we extracted 700 recent social media posts about makeup from Instagram, TikTok, and Twitter users in France. We also identified 300 keywords to act as search proxies for consumer interest and purchase intent in an effort to understand the various consumer segments and their preferences.

Pandemic makeup trends at a glance

Based on the search volume and growth, we analyzed consumer interests in makeup trends, and found that they broadly fall under four categories:

1. Bright and Brazen

This category is characterized by experimental, colourful, glammed up eye-makeup. It is the largest makeup trend category with the highest search volume (47%) and growth rate (25%). The consumers who ascribe to this are seeking bold and brightly pigmented makeup products inspired by trending videos on TikTok and Instagram. These trends provide experimental playtime, artistic expression, and help them stand out from the crowd.

Photo by Jamie Fenn on Unsplash

2. Self-Acceptance Seekers

This consumer interest category is waning but currently constitutes 24% of search volume. Those who ascribe to this like their skin in its natural form with all its imperfections. They seek to embrace authenticity, encourage self-love, and lean towards nourishing facial care products over makeup.

3. Neutral Chic

Neutral Chic makeup interest constitutes 15% of search volume but has high growth. Consumers are increasingly opting for an easy, efficient, and minimal look given pandemic-induced lockdowns, work-from-home, and a shift in priorities. They want to keep things simple and stick to the bare minimum makeup so that they can focus their time and energy on other things.

4. Elegance in Simplicity

This category is also low in search volume (14%) but has high growth. Consumers wish to accentuate one feature, such as the eyes or lips, while applying soft, muted colours to the rest of their face. With masks covering the French signature red lips, consumers are doubling down on a fierce cat eye.

Photo by Kelly Sikkema on Unsplash

This category of consumers seek to look fleek at all times, making a subtle statement in the endeavour to feel accepted, appreciated, and adored.

How can makeup brands cater to these trends?

Multi-coloured eyeshadow palette offerings will appeal to the ‘Bright and Brazen.’ The ‘Natural Chic’ category can be targeted with a ‘bare essentials’ makeup bundle consisting of products requiring minimal time and effort. Eye makeup products can be highlighted to the ‘Elegance in Simplicity’ category so that they can get the perfect eye look.

While on the surface it may appear that the pandemic has drastically changed makeup trends and preferences, the French beauty aesthetic fundamentally remains the same: it is still minimal, chic, and seemingly effortless. Just the focus has shifted from the signature red lips to what’s most visible: the eyes. Perhaps it’s a good time to reimagine popular conceptions and representation of French beauty?

Write to us at anurag.banerjee@quilt.ai to read the full report on pandemic makeup trends.

Quilt.AI creates culturally intelligent AI products to drive impact at scale. More here: https://quilt.ai