Many fashion and beauty brands were quick to catch up-on this new consumer must. A lot of us won’t be used to wearing a face mask for a prolonged period of time and people are starting to experience issues with their skin. So, Superdrug has created content to help consumers fight “Maskne”. Despite the fact that a bold lip or a muted gloss can take an outfit from a 7 to a 10, it won’t do much good under a mask. Cue headlines about “the end of lipstick”. In response, L’oreal Paris has developed tutorial content that focuses on the eyes – reminding us of snappy Zoom call makeovers Max Factor released early in lockdown. Quick, tactical moves like this keep brands feeling relevant, nimble and consumer-first. We’re set to see many more business ideas born out of the “new norm” – some simple, some more unexpected. As consumer needs are reshaped, is there the spark of a new idea for your business? The time for waiting and weathering the storm is over, it’s time to seize opportunities that come your way – inside or outside the beauty box.