In pandemic era's isolation, meaning of 'self-care' evolves

NEW YORK (AP) — These days, with a pandemic raging, this is what life can look like:

Staring at your face on Zoom for hours instead of occasionally glimpsing it in the mirror. Living out the days in loungewear. Wearing minimal makeup because no one sees much of you. Considering an investment in home exercise equipment because gyms are closed or restricted.

The pandemic has forced people to spend more time with themselves than ever. Along the way, it has reshaped and broadened the way many think about and prioritize how they treat themselves — what has come to be called self-care.

The pandemic-era incarnation of self-care isn’t about buying a signature outfit, wearing a trendy shade of lipstick or getting a perfect haircut. It has, for many, put the purpose and meaning of life front and center, reconfiguring priorities and needs as the virus-inflected months drift by. No longer are worries about longevity and fears of mortality mere hypotheticals. They are 2020's reality.

It is that daunting reality that has skyrocketed the importance of “me” time: stress-baking the latest viral creation, tending to a garden, learning a new skill, getting dressed like you're going out just to feel some semblance of normalcy.

“People are social beings. And while the social fabric has been torn down, and you can’t be a normal social person, you have been more focused on yourself,” says Rod Little, CEO of Edgewell Personal Care, which makes Schick and Bull Dog products. “It’s beautifying for longevity, as opposed to how I look in the office tomorrow.”

It's also a way to mitigate the feeling that life is careening forward haphazardly in so many ways. That's true for Tonya Speaks, a 43-year-old wardrobe coach from Fort Mills, South Carolina. Before the pandemic, she was always zipping to and from business meetings....