The reason is simple – consumers are buying because “they can”, and clients are expected to flood the stores. Retailers have planned to hire between 500,000 and 665,000 workers (compared to 486,000 in 2020). Stores are making every effort to make the experience enjoyable and profitable.

Retail’s changing values

The highpoint of the rebound will take place between Thanksgiving and Black Monday. 165 million Americans are projected to crowd channels of distribution: Department stores for 47%, electronics 44%, Clothing 40%, and toys 28%. The average spending for gifts will be US$997.73 (source: Prosper Insights Analytics). Even inflation won’t affect the holidays or business for the time being.

The pandemic brought new services that will be long-lasting, like “click and collect”, “instant delivery”, or “same day delivery”, and all that brings a real notion of service. Department stores and premium stores will become service companies and “customer-centric”.

The Beauty Billionaires Club

Over 30 celebrities have launched a makeup or skincare line recently some with great success.

Fenty Beauty, for instance, changed the cosmetic industry by forcing other brand to copy its revolutionary line by putting inclusiveness to the forefront. In 1997, when Fenty Beauty and Rihanna launched the line, it was the start of radical change for a more inclusive cosmetic industry representative of beauty.

Sephora has just taken another important measure in the framework of building representation for BIPOC (black, indigenous, People of Color) in its products. The company chose 8 brands with the founders of BIPOC who participated in the incubator program for acceleration 2021: 54 Thrones, Eadem, Glory, Hyper Skin, lmania Beauty, Kulfi Beauty, Ries, and Topicals.

The JLO Beauty glowing complexion remains as attractive as before. With her honey colored hair, and direct gaze, JLO has lost none of her sex appeal or stunning physique. At 52, her beauty is ageless.

Pharrell Williams created Humanrace, an innovative line for everyone “regardless of race or gender”.

With Rare Beauty, Selena Gomez has launched a makeup line, called Rare Beauty, made up of 150 products including foundation, eyeshadow palettes, blush, eyebrow pencils, lip gloss...

Ariana Grande’s R.E.M. Beauty is a brand designed to fit with the star’s image. She chose to name it after her perfume, launched in August 2020, and it also bears the same name as one of the songs on her album.

Money grabbers

Looking at the success of these brands, many influencers and celebrities may have the temptation to join the gold rush.

The list of those that are expected to launch their own brand in 2022 includes names such as: Scarlett Johansson, Priyanka Chopra Jonas, Loren Conrad, Iam Halsey, Cardi B, Hailey Bieber, Selena Williams Aneres, Khloe Kardashian, Courtney Kardashian, and Kendal Jenner.

As far as Kanye West is concerned, Donda Cosmetics, a line dedicated to his mother, is expected to debut soon.

Black, Latin and Gen Z shoppers are main targets for these new brands.

“Uberization” of make up

There’s nevertheless a small problem in our opinion: all this fuss made over makeup and skincare launches has generated a lot of zapping between different brands, but not much innovation.