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Beauty In The Next Normal

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When the COVID-19 pandemic hit, consumers’ routines were instantly disrupted across all areas of life; working remotely became the norm for large portions of the population, non-essential retail outlets were closed for extended portions of 2020, social gatherings were discouraged, and face masks (not the ones we would traditionally think of in the skincare world) became a necessary accessory.

As we kick off 2021, the A&M Consumer and Retail Group has set out to understand how customer beauty preferences and behaviors have changed, and which of these changes may be here to stay.

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