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Digitally-led recovery of US beauty sector – News


Further digital innovation and integration is key to the recovery of the US beauty sector after 2021, according to Klein’s latest “The State of Beauty” report.

New digital tools are improving the online experience of beauty consumers-Instagram: @esteelauder

Discussing the impact of the Covid-19 pandemic on the U.S. beauty industry in 2020 and focusing on the ongoing trends of 2021, this study found that beauty retail revenue totaled $ 78 from 2019 to 2020. It was pointed out that revenue in this sector increased by 0.2% during the year. a billion.

This slight annual increase reflects “explosive growth” in important categories such as liquid hand soaps and disinfectants, but is offset by a decrease in make-up and fragrance.

Some from the previous year in 2020 due to increased consumer sales motivated by pandemic-related stay-at-home orders, as well as increased sales of hygiene products driven by concerns due to the health crisis. The major macro trends in the market have also been amplified. ..

For example, home health and DIY beauty Both Strong growth was seen last year as consumers were forced to put the products, processes, and processes that they would normally outsource to specialists into their own hands.

Inspired by last year’s events to spotlight both social inequality and environmental issues, consumers are also all aware of social activity, inclusiveness, sustainable packaging and social impact. I was increasingly attracted to products and brands that represent proven, real social and environmental involvement. It’s a notable trend.

In contrast, sales in some of the growth-driving categories in recent years, such as skin care and fragrances, declined. In particular, wearing masks reduced make-up as consumers were less likely to wear facial cosmetics, lipsticks and lip glosses.

Sales of hair styling products and sprays also declined, but overall hair care revenues increased, with strong growth in both hair color products and multicultural hair care. Personal cleansing products and manicures also recorded an increase in sales.

The pandemic also affected the channels that beauty consumers buy, accelerating the sector’s shift to digital and direct sales. E-commerce accounted for 22.9% of beauty sales in 2020, 6.6% in 2015 and 1.5% in 2010. ..

Physical beauty retailers, specialty stores, specialty stores, and department stores have all declined due to temporary closures related to pandemics, but with flexible shopping services such as curbside pickups available, mass channels have become available. I grew up. option.

These were just a few of the adaptations made by retailers in stores to address the restrictions imposed in response to the health crisis. Other key strategies included improving the in-store technical experience and creating a virtual shopping experience.

According to Klein, it is this kind of digital and technology-focused initiative that will drive the recovery of the US beauty sector. In-store virtual innovation, including the launch of a QR code-based virtual fitting service by Lottie London Walmart With the store Mac With the recent opening of a digital-oriented concept store in Queens, New York, Cosmetics will be able to safely return to physical shopping. At the same time, out-of-store apps and tools such as Estee Lauder’s Online Foundation Finder, as well as a wide range of initiatives in digital marketing and e-commerce, continue to drive sales and consumer communication.

In particular, Kline emphasized that TikTok is an increasingly important foundation for the brand’s digital strategy, as it is an important point of contact with Gen Z. With Estée Lauder Sally Beauty The former joined the platform in June 2021 and the latter recently launched the “You by Sally” TikTok campaign.

Overall, Klein expects the US cosmetics and toiletries market to grow 3.5% from 2020 to 2025, contributing significantly to this growth with its clean beauty focused on sustainability.

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