As the beauty industry is faced with the spread of coronavirus in the United States, some companies are experiencing unprecedented sales peaks on certain products. Essential care items and products to fill the void left by closed salon services are in high demand today. Here, an overview of what is still selling in beauty and well-being, despite a global pandemic.
Anxious consumers fill up on CBD. Direct to consumer brand Plant People has seen sales increase 40% over the past month, thanks in part to its Be Calm capsules and a sleep tincture. Recess, the CBD-spike seltz brand, also delivers direct to the consumer, and last week its online sales doubled in a matter of days. Sales of Equilibria, another direct-to-consumer brand that makes CBD pain relief pills, drops and creams specifically for women, have increased by 20% in recent weeks. Prima’s Daily CBD soft gels have increased tenfold since last week.
With the closure of nail salons across the country, nail care items like polish remover are disappearing from store shelves. Los Angeles-based Olive & June’s Mani Kits, which sell for between $ 50 and $ 80 and include tools for DIY manicures, have increased sales eightfold in recent weeks. The Essie Expressie line of quick-drying varnish with a specially designed DIY brush launched in December and would exceed initial forecasts several weeks ago.
Maude’s $ 45 vibrator is completely sold out on her website and only available for pre-order, after seeing a 200% increase in sales in mid-March. The brand’s lubricants, condoms, bath salts and candles are also on the rise. “Where else are you going [for those items] – CVS? No one wants to leave their home right now, ”said Catharine Dockery, founding partner of Vice Ventures, which supports Maude.
As women stock up on essentials like tampons, independent challengers of mainstream personal care brands are getting a boost. Rael, which makes organic and sustainable feminine skincare products, has seen its sales double at Target, where it launched just a few months ago, and its sales on Amazon triple. The increase in sales is distributed between new and existing customers, said Yanghee Paik, founder of Rael. “I’m sure some customers have visited Target stores and couldn’t find their usual brand and gave us a try,” she noted. “Normally, women are very loyal to their favorite feminist skincare brand, so it takes a long time for them to change. “
SKIN CARE TOOLS AND TREATMENTS
With spas and beauty salons closed and many consumers locked in at home, skin care continues to drive sales, especially targeted tools and treatments. At Tata Harper, online sales are on the rise, especially for treatment packs designed for in-home facial care, including The Med Spa and The Detox Facial, at $ 184 and $ 183 respectively. Each contains three products. Augustinus Bader saw a slight increase in subscriptions for top-ups, and said business was up 30% at Net-a-porter, although the UK e-merchant has stopped shipping to the States – United this week. Stacked Skincare from Kerry Benjamin, a skin care brand specializing in home-use tools including microneedling, ice rollers and high-frequency devices, has yet to see “a huge change,” but prepares its infrastructure for more orders and to offer drop shipping services to estheticians looking to earn money through product recommendations. Skin Gym’s Gua Sha Facial Trio Kit is sold out on its website. Sales of Avène’s Soothing Sheet Mask are up 1,400% from last year.
Hand creams, hand cleansers and, without a doubt, hand sanitizers, are in exceptional demand. The first IRI data following the 52 weeks ending February 23 showed an almost 80% increase in hand sanitizer sales, and brands such as EO have reported sales gains of over 1,300% . Megababe’s Squeaky Clean hand sanitizer launched in time for a deluge of orders, selling on its website and Ulta Beauty. A restock, which had a waiting list of 10,000 and was limited to two items per customer, sold out quickly in two and a half hours. Sales of Avène Cicalfate hand cream increased by 300% compared to last year. On L’Occitane’s e-commerce channel, sales of its shea butter hand cream are up 50% year-over-year, and its hand soaps are up triple digits.
HAIR COLOR AT HOME
For consumers accustomed to salon hair color treatments, going gray is a concern during an indefinite period of home confinement. R + Co’s root touch-up sprays are growing exponentially, according to Luxury Brand Partners CEO Tev Finger. Madison Reed, who specializes in home color kits, saw online listings six-fold last week.
Consumers are still buying vitamins and supplements, despite reports that they will not effectively fight the coronavirus. 8Greens, which makes dietary supplements based on green vegetables like spirulina and blue algae, said its sales had increased 200%. Shen Beauty in Brooklyn, which ships orders online, is completely depleted of Lypo-Spheric Vitamin C from Livon Labs and running out of Tomen’s botanical concentrates after a previous sale. “Any supplement or herb to keep your immune system strong is good, but more importantly, nothing is going to cure you,” noted Shen founder Jessica Richards.
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