UK prestige beauty sales increased by 46% in week 51 (ending 25and December 2021) compared to the same week in 2020, according to The NPD Group. Sales of prestige beauty products in week 51 of last year were also up 20% from pre-pandemic figures for the same period in 2019.
Amid uncertainty with additional restrictions and the emerging variant of Omicron, prestige beauty sales were challenged in early December. In the last retail week before Christmas, consumers returned to the high street and shopped online, spending £161.6 million in week 51 2021, an increase of 26 £.5 million compared to the same period in 2019. It was a positive story across the industry, unit sales were up 6% and the average selling price was up 13% in week 51 compared to the same week in 2019.
Last-minute consumer demand for high-profile beauty products has seen growth in both Brick and Mortar stores and e-commerce channels. E-commerce accounted for 56% of market gains and sales were up 84% from 2019.
Sales at Brick and Mortar stores in week 51 were up 64% in 2021 compared to 2020, which was due to a high proportion of the country being in regional lockdown last year. Sales at Brick and Mortar stores in week 51 also performed well compared to 2019, increasing 10% compared to 2019, helped by the Christmas Day timing, guaranteeing consumers three more days to shop. shopping before Christmas.
Scent stimulates growth
The fragrance boosted market growth ahead of Christmas. Fragrance sales in week 51 increased by 53% and 31% respectively compared to the same week in 2020 and 2019.
Sales of men’s fragrances increased 36% and sales of women’s fragrances increased 28% in week 51 2021 compared to the same period in 2019. Sales of skincare, makeup and hairdressers also saw double-digit growth in week 51 compared to the same week in 2020.
Sub-segments that saw the highest percentage growth in week 51 compared to the same week in 2020 include: bubble bath (+706%), perfume (+145%), hair masks ( +131%) and candles (+108%).
Emma Fishwick, Account Manager, NPD UK Beauty, explains: “After a slow start to December due to uncertainty over new restrictions and the Omicron variant, consumers flocked to prestige beauty retailers last week. last before Christmas. The impressive results reported in week 51 of 2021, compared to 2020 and 2019, demonstrate the importance of prestige beauty for the Christmas gifting season. Perfume continues to lead the recovery and is one of the most requested gifts under the Christmas tree. These positive sales figures are very good news for retailers and brands. »