In the Inter-Covid landscape, in which recreational tourism remains uncertain, travel beauty brands are taking a fresh approach to marketing that taps into the new realities of travel.
With miniature-sized, multi-tasking products, brands that are compliant with TEC (technology-enabled care) Services Association (TSA) standards are transforming their brand messaging. Alleyoop and Masktini both moved to focus on at-home self-care during the pandemic, but are now adjusting their marketing to fit our next-gen travel landscape. With work travel in decline, Masktini will ‘probably start with leisure’, founder Olga Parno tells Glossy. ‘A lot of people are planning to actually go some place this summer and rest.’
To promote her biodegradable seaweed capsule brand Bolt Beauty, which was launched on the first day of the UK’s lockdown in March 2020, founder Lisa Sexton is emphasising our new era of travel: ‘Road trips, visiting friends and family, and exploring your local area… We would rather focus on these types of escapes, rather than risk focusing on travelling far away, which many still won’t be able to do.’
Those looking ahead, however, are prioritising the development of new beauty formulas that prepare for a return to nomadic mindsets. Germany-based Bynacht launched a Jet Lag Balm in April 2021 to cancel the effects of long flights. Meanwhile, the evocatively named Summer Fridays has relaunched its best-selling Jet Lag Mask, having already built up a long waiting list.
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