Home ONLINE SHOPPING FOR MEN How the sweetness retail market can survive Covid-19

How the sweetness retail market can survive Covid-19


The UK is among the many three main beauty shoppers in Western Europe, behind France and Germany, in line with Statista.

The cosmetics increase within the UK occurred in 2017, when the sector’s market worth reached a staggering £9.Eight billion. Since then, its market worth has remained above £9 billion. The UK’s magnificence trade is value £27 billion as of 2020 and ranks because the seventh largest cosmetics market on this planet.

In response to comparability platform Finder although, the UK’s magnificence trade is value a whopping £27 billion as of 2020. It ranks because the seventh largest cosmetics market on this planet, and held the third spot when it comes to largest markets working within the UK in 2020.

Covid-19 pandemic lockdown beauty base the hut group beauty bay online sales
Magnificence retail held the third spot when it comes to largest markets working within the UK in 2020

It’s clear that magnificence – which contains of cosmetics, skincare and extra – is without doubt one of the greatest and fastest-growing classes in retail.

Nonetheless, the Covid-19 pandemic has led to a shift in buying behaviours. As many Brits proceed to make money working from home and a plethora of social and cultural occasions have been cancelled, the demand for magnificence has inevitably dropped as demand for loungewear and sportswear will increase.

GlobalData predicted final 12 months that the worth of the UK’s cosmetics trade is ready to say no by 10 per cent, as a result of 43 per cent of Brits planning to socialize much less exterior of their houses.

Covid-19 pandemic lockdown beauty base the hut group beauty bay online sales
Prospects are now not ready to make use of ‘Tester’ merchandise because of the pandemic

“With fewer out-of-home events for shoppers to attend, in addition to the transition to working at dwelling, cosmetics has taken a backseat,” GlobalData shopper analyst Lia Neophytou mentioned.

“Even when shoppers do enterprise outdoor, the sporting of masks is additional diminishing the necessity for cosmetics.”

Neophytou added that the beauty sector is predicted to return to progress in 2021, however it might not attain pre-Covid ranges simply but.

There isn’t any query that 2020 introduced unprecedented challenges to shoppers and retailers throughout the UK, because of the pandemic.

But when in comparison with different sectors equivalent to vogue, magnificence has been considerably insulated from the affect of Covid-19. Amid an ongoing shift to on-line procuring, GlobalData discovered that 37.2 per cent of eat bought well being and wonder merchandise by way of on-line within the final 12 months. GlobalData additionally mentioned final 12 months that well being and wonder spend within the UK is forecast to rise by 8.Eight per cent out to 2024, equating to an extra £2 billion.

As the sweetness sector seems forward for the post-lockdown restoration part, retailers might have to make sure they’re versatile sufficient to regulate to class and regional alternatives, whereas sustaining or rising digital investments.

Magnificence Base advertising supervisor Alexandra Dinu mentioned the retailer seen a “appreciable change” within the shopper spend on the sweetness class within the final six months of 2020, in contrast with the identical interval in 2019.

“With a marginal upward pattern, the price range make-up class has seen within the final six months of 2020 solely a 3.Eight per cent gross sales enhance in comparison with the identical interval in 2019,” she instructed Retail Gazette.

“However the marginal enhance, the desire for the product varieties throughout the make-up class shifted, with prospects buying extra eyeshadows, eyelashes and lipsticks.

“So far as skincare is anxious we’ve got seen a dramatic shift with a 200 per cent enhance in gross sales of skincare merchandise equivalent to moisturisers, hand lotions, physique lotions.”

Dinu added that Magnificence Base has seen a rise within the males’s grooming class because of the emergence of recent manufacturers and focused promoting, with a 300 per cent progress within the males’s skincare class.

Covid-19 pandemic lockdown beauty base the hut group beauty bay online sales
Magnificence Base mentioned its make-up class noticed gross sales rise 3.8% within the final six months of 2020

Sona Abaryan, retail professional at knowledge collector Ekimetrics, mentioned retailers have notably seen progress in skincare product consumption all through the pandemic.

“As distant working is right here for the long-term, individuals are extra centered on selfcare and their well being, fairly than beauty merchandise,” she defined.

“And so, shoppers are investing extra in skincare merchandise fairly than make-up and fragrances.”

Suzin Wold, senior vp of promoting at tech agency Bazaarvoice agreed. She mentioned shoppers have been now switching their focus to skincare, as “make-up and wonder priorities have shifted with elevated time spent at dwelling and the need for masks dampening need to put on make-up recurrently”.

Though it could have been predicted that magnificence retailers can be affected by the pandemic as a result of a shift in direction of different classes, some have demonstrated their sturdiness within the final 12 months.

On-line retail agency The Hut Group, which has a raft of magnificence fascias and debuted on the inventory market final September, noticed its Christmas gross sales rise by 51 per cent within the quarter to December 31, forward of earlier steering. The web big witnessed a 66.2 per cent rise in gross sales throughout its magnificence division to £298 million and added 3.5 million new lively prospects throughout its fourth quarter.

Covid-19 pandemic lockdown beauty base the hut group beauty bay online sales
The Hut Group reported a 66.2% rise in gross sales throughout its magnificence division to £298m throughout Christmas

Fellow on-line magnificence retailer Magnificence Bay mentioned in December that it was contemplating a inventory market itemizing following The Hut Group’s profitable IPO. The corporate recorded a gross sales rise as Brits shifted in direction of on-line spending, and mentioned it was now looking for to capitalise on the accelerating shift in magnificence and skincare product gross sales to digital channels.

In the meantime, a Pinterest spokesperson instructed Retail Gazette that the social media platform has witnessed a 40 per cent enhance in searches for ‘make up routine’ because the begin of the pandemic.

“This exhibits that buyers are nonetheless actively partaking with magnificence merchandise and how-to’s,” the spokesperson mentioned.#

“The varieties of magnificence shoppers are trying to find has shifted with searches for ‘Pure on a regular basis make-up” up 180 per cent and ‘naturally glowing pores and skin” up 400 per cent.”

Abaryan added that the variety of shoppers procuring on-line is predicted to have doubled since 2019, and with a view to reply and adapt to this long-term pattern, magnificence retailers should put together for a sustained shift to on-line.

Mori Raquib, marketing campaign supervisor at advertising consultancy agency Widen, argued that buyers have been now counting on extra product content material on-line to make their choice as they’ve been left with out the power to check make-up in-store earlier than shopping for.

“This product content material comes within the type of photos and movies, in fact, but additionally product attributes like descriptive product copy, color swatches, skin-tone choices, and ingredient lists,” she mentioned.

“This demand for data will solely develop as customers proceed to depend on ecommerce websites to make beauty purchases.

“Retailers might want to guarantee they will preserve observe of this rising data, replace it simply, and tie collectively all the content material for every product persistently and rapidly.”

Elliott Jacobs, consulting director at commerce company LiveArea, mentioned retailers ought to change in-store testers with particular person samples.

“We’ve seen success with the likes of Birchbox – a subscription-based mannequin the place prospects can demo small samples of advisable merchandise by the mail,” he mentioned.

Wold agreed. She mentioned the brand new stay-at-home life-style has led to a rise in on-line procuring and subscription providers, with extra prospects investing cash in magnificence product subscriptions equivalent to Glossier and Birchbox.

Lysa Campbell, chief govt of Retail Advertising Group, mentioned that whereas the sweetness trade has certainly been hit onerous by the pandemic, many merchandise are nonetheless considered by shoppers as an “reasonably priced luxurious”.

“By guaranteeing a seamless on-line buy expertise, retailers will be capable of meet the extent of demand that’s wanted for the trade to bounce again,” she instructed Retail Gazette.

Certainly, some retailers have already had a head begin with innovating their tech choices as they discover methods to ease the procuring expertise for purchasers amid the pandemic.

In Might final 12 months, Charlotte Tilbury launched a stay chat service, a 1-2-1 digital session, and a make-up magic on-line strive on service the place prospects can nearly strive on make-up icons and mess around with totally different shades.

Covid-19 pandemic lockdown beauty base the hut group beauty bay online sales
Charlotte Tilbury provides a stay chat service, 1-2-1 digital session, and a web based strive on service

In the identical month, Boots mentioned it was making ready to reopen its No.7 counter and branded magnificence traces following a lockdown. The retailer, which noticed its on-line gross sales practically double and searches for skincare rise 140 per cent year-on-year, was counting on digital innovation to launch its new No.7 product and reopen in-store magnificence counters. It mentioned it might supply customers in-store and on-line video consultations with No. 7 advisers, which final 15-20 minutes in addition to give attention to skincare and beauty recommendation.

Pinterest mentioned shoppers have been eager to strive on cosmetics earlier than buying, whether or not in retailer or nearly and particularly relating to new merchandise or manufacturers. In an effort to be reactive, the social media platform launched its personal magnificence AR characteristic and innovation, “Attempt on” within the UK final November, which permits shoppers to view merchandise in a variety of shades from magnificence manufacturers.

The wonder retail market might have to give attention to its digital choices, significantly because the UK has already a number of lockdowns. The procuring behaviours adopted right now might stay sooner or later as soon as shops have reopened, and retailers may have the chance to capitalise from an omnichannel providing.

It’s unlikely that digital gross sales will offset the loss that bodily shops are going through as a result of it’s tough to duplicate experiential retail on-line. This implies retailers might want to work with what they’ve at this present time.

Undoubtedly, the numbers present that buyers are nonetheless buying magnificence merchandise. Persons are nonetheless prepared to spend their cash on small indulgences like lipstick and manicures. And given the present stay-at-home measures, retailers have to embrace the small indulgences like skincare merchandise which can be weathering the pandemic storm.

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