In very challenging circumstances during Covid-19, fragrance performance has improved from -67% during lockdown (12 weeks from 22 March 2020 to 13 June 2020) compared to the same period in 2019 to -13% post-lockdown (12 Weeks from 14 June 2020 to 5 September 2020) compared to the same period in 2019.
According to The NPD Group, fragrance is outperforming the entire prestige beauty market, helping to lead the market recovery. Post lockdown (12 weeks, from 14 June 2020 to 5 September 2020), fragrance reported a -13% decline in sales, versus the same period in 2019, compared to the whole of the prestige beauty market which is down -24%. This weak performance in prestige beauty is attributed in part to the ongoing challenges faced by the make-up sector.
“The popularity of fragrance can be attributed to a number of factors. Fragrance doesn’t require touch when applying or appreciating it. Retailers are also utilising unsold giftsets to encourage consumers back into store using price promotion, and as a result fragrance giftsets have reported in positive growth of +32% post-lockdown (12 Weeks from 14 June 2020 to 5 September 2020) compared to the same period in 2019. Consumers are now increasingly price conscious and opting for products that are perceived as value for money,” said Emma Fishwick, Account Manager, NPD UK Beauty.
Mintel, for his part, noted last week a strong dynamism in sales of facial care products in the United Kingdom.