![]() Though closely related, we’ve separated health and wellness - i.e., personal care - into its own ecommerce guide. Statistics: Beauty Industry Market Share & Growth in 2021įor the purpose of this report, we’ll divide beauty into three categories: skincare, color cosmetics (make-up), and fragrance. The results? 25x revenue YoY, 2.5x AOV, and profitability for the first time. Its lifeline came in the form of an online “Skin Quiz,” powerhouse UGC, subscriptions, and insights from customers seeded throughout the funnel. Struggling with low traffic and dismal conversion rate that no new creative or better-performing ad could fix - this clean-beauty brand needed a refresh. By selling through product funnels using Facebook advertising, it offered customers the niche products they actually needed.Ĭonversions increased, repeat customers lifted +50%, and the brand hit 140% year-over-year growth. The payoff?ĥx return on prospecting campaigns, 7.5x return on remarketing efforts, and 15x return on its social campaigns made in collaboration with Disney.Īs a brand that wasn’t digitally native, the eco-conscious retailer’s hurdle was gaining traffic online. In a competitive market, this indie brand stood out against expensive rivals with creative that highlighted product quality. There you’ll find detailed examples, packed with tactics and lessons, from three fast-growing direct-to-consumer (DTC) companies. ![]() Strategies: Your Ecommerce Marketing Growth Plan ‘Make Over’Įverything’s right here on the page but you can also download the entire report to save for later or send to your team.Trends: Insight from 2022’s Top Cosmetics Brands & Companies.Statistics: Beauty Industry Market Share & Growth in 2021.That’s exactly what this exhaustive report will cover: Statistics, trends, and strategies guide the way forward. Is the beauty industry growing? Especially ecommerce cosmetics in 2021, 2022, and beyond? Absolutely. Does brick-and-mortar still dominate? Also, yes. Clinging to enterprise status, CPG manufactures respond by either acquiring their independent counterparts, partnering with them, or launching private-label alternatives.ĭid COVID-19 negatively affect sales? Yes. Once “challenger” brands like IPSY, Glossier, and Fenty are now household names - spanning geographies and demographics alike.Įntrepreneurs rush to greet a new wave of consumers seeking fresh norms and niche products. Sure, we’ll one day wear lipstick again – soon if everything goes well with the vaccine rollout and the eventual harnessing of Covid-19.Long controlled by retail conglomerates, the beauty industry has turned online. John Lewis predicts some of the changes seen this year will stay around and that cosmetics bags will get smaller as women abandon lip pencils and contouring sticks – a hard-to-do blending technique popularised by Kim Kardashian – and switch to easy to use multipurpose products, such as tinted moisturizer and lip balm.” Its sales of skincare, body and hair products are up 234% this year, as people opt to spend time caring for their skin rather than applying makeup. “This dramatic shift in spending priorities is borne out in figures from the department store chain John Lewis. (As an aside: the sale of nail care products have risen by 218%! According to this story in the Guardian newspaper: This means we are focusing more on the health of our skin than simply looking good. In an interesting turn of events, skincare sales have gone through the roof during the pandemic. In the old days (read pre-pandemic) cosmetics used to sell well during hard times because it was seen as an affordable indulgence.Įstee Lauder chairman Lauder referred to this as the “lipstick index.”īut that does not mean we makeup users just don’t care about our appearance any longer. Along with the pandemic came economic uncertainty. ![]() Many people also started working at home – just another reason to not bother with makeup.ĭemand for lipsticks and other makeup products like foundation have dropped a whopping 70% due to Covid-19. Cosmetic sales have plummeted as makeup counters around the world temporarily closed during the pandemic. Even after washing them, some of my colour-stay lipstick stayed on – a better track record than my actual lips. It was the big mess of red left on the inside of my mask. It wasn’t the lockdown that put a strain on our relationship I like to dress up even for trips to the grocery store.
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