Aesthetic Medicine magazine reports that online sales of high-end beauty products have increased by 38%, in the period of January to October 2020.
This is according to data analyst The NPD Group. As per its report, the term ‘prestige’ refers to high-end, premium beauty brands at the upper end of the price point.
Skincare sales accounted for the largest portion of growth, increasing 54% from January to October compared to the same period in 2019. Breaking it down further, face creams increased by 67%, sales of cleansers grew by 66% and sales of face serums were up 32% when compared to the previous year.
Sales of skincare sets and kits have also been a key contributor, increasing 57% compared to the same period in 2019.
E-commerce accounted for 41% of total prestige beauty sales in the period from January 2020 to the end of October 2020, compared to 21% over the same period last year. This substantial shift in consumer behaviour was of course driven by lockdown and the closure of bricks and mortar retailers, salons and clinics in the early part of the year.
Beauty consumers were also searching for at-home skin treatments online during lockdown.