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  • What’s the appeal of old-fashioned beauty rituals?
  • What’s the appeal of old-fashioned beauty rituals?
    Anna Shvets (2020) ©
REPORT

Why is nostalgia the future for beauty products?

As anxieties around COVID-19 have segued into a deeper and more consistent malaise, a longing for simpler times has caused some people to reshape everyday behaviours around comforting goods and long-established rituals. How is this sense of nostalgia impacting beauty and wellness habits?

Location United Kingdom

Scope
The outbreak of COVID-19 in the UK effectively halted normal life, limiting people’s activities and entertainment options as large parts of the outside world shut down. In turn, some have sought a sense of comfort in the past, whether that’s by listening to classic rock, discovering sports broadcasts from the black and white era, or taking a stab at recipes handed down by grandparents. [1][2] This sense of nostalgia has had a considerable impact on consumption habits, with sales of board games and jigsaw puzzles leaping by 240% during the first week of lockdown. [

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