The effect was immediate. From March 15, the day after the lifting of the obligation to wear the mask in France, sales of lipsticks soared. Women gave in to the urge to renew the pigmented wax sticks they had abandoned since the start of the Covid-19 pandemic: sales increased by 53.5%, in hypermarkets and supermarkets, according to the data analysis company IRI, and 30% in the stores of Sephora, Nocibé and other retailers of selective brands, according to NPD Group, during the week of March 14. Monoprix, heavyweight in the sale of beauty products in the city center, observes “uptrends in recent weeks”. Frequentation of make-up boutiques, those operated in shopping centers under the Kiko or NYX Professional Makeup brands, for example, is also on the rise.
This rebound comes at the right time. The brands multiplied the launches during this spring. Chanel launched its Rouge Allure, a reference released on the market in 2006, in a so-called “slim” refillable version. L’Oréal is also increasing its launches: in May, under its Maybelline New York brands, with Vinyl Ink, a very shiny liquid lipstick, or at L’Oréal, with a balm formulated with 98% natural ingredients, as well as than at La Provençale, its organic brand. All brands and distributors have already invested millions in advertising campaigns (+25% in the first two months of 2022, compared to those of 2021, according to Kantar).
Return of activity
L’Oréal, the world’s number one cosmetics company, has been waiting for this rebound for a long time. By 2020, lipstick sales had plummeted. Most women had then given up making up their lips, for fear of smearing themselves under their masks, or for lack of opportunities to wear them. Remote work is said to have prompted women to abandon their beauty routines. The slightest social life would also have undermined the habits of French women. Because, what’s the point of wearing makeup if you don’t see anyone? In 2021, sales of beauty products had returned to growth, at +9%, without however catching up with the level of 2019. And, finally, the make-up market remained below 13% in volume and 28.5 % in value compared to 2019.
From then on, the spring of 2022 gives them a boost in their hearts. Distributors and brands have also seen a resurgence of activity in the hygiene product departments. Toothpastes and toothbrushes are selling better, with increases of 13.5% and 21%, respectively, in March 2022, according to IRI. A revival which is explained by promotional operations undertaken in March in food superstores, the first channel for the sale of hygiene products in France. Sales of shampoos and deodorants also started to rise again in March (respectively + 13% and + 9.8%).
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