Lockdown brings spike in skincare sales but make-up declines
Sales of skincare shot up during lockdown, as home working routines and an increased focus on hygiene prompted women to invest, according to new stats from analyst Mintel.
Cleansing products are among those that have seen the biggest rise in usage, with the percentage that use face wash rising to 55% in the year to May 2020, compared to 50% in the previous 12 months.
Use of micellar water also increased, from 25% to 29%, while toner usage rose from 25% to 31%.
Moisturisers also saw a boost in sales, having declined in 2019 as women cut back on the number of products in the routines. 2020 brought a renewed loyalty for day creams/lotions, with the number of Brits using these up from 60% in 2019 to 67% in 2020. Night cream rose from 44% to 47% in the same period.
However, as skincare sales rose, we saw a decline in make-up sales, with 55% of female facial skincare users have reduced how frequently they wear make-up.
When asked about their beauty routines during the lockdown period specifically, 30% of facial skincare users said they had moisturised more since the outbreak of Covid-19, (rising to 41% of 16-24s), while a fifth (18%) spent longer on their routine and one in seven (14%) had used more facial treatment products such as face masks.
Mintel head of beauty and personal care Roshida Khanom said: “The mandatory use of face masks/coverings in a number of public places in 2020 could boost prospects for facial skincare, with new product development (NPD) in skincare products to soothe irritated skin.
She added, “Skincare brands can also extend their ranges to release comfortable face coverings to reduce skin issues. Increased hygiene also presents future NPD opportunities for gentle facial cleansers designed to be used multiple times a day, or cleansing formats that can be used on the go, while including antibacterial claims could also appeal.”