Image: Beauty products such as premium nail varnish have seen a surge in sales under lockdown
Sales of beauty products such as nail varnish have seen a spike in sales as Brits stuck in self isolation seek products to maintain their beauty rituals at home.
According to a report by The NPD Group, sales of online nail products reported double-digit growth in the UK’s first weeks of lockdown. Sales of prestige nail products online increased 12% in the week beginning 16th March 2020, when the general public were instructed to work from home, avoid pubs and restaurants and implement social distancing. In the week beginning 23rd March 2020, following the government order for all non-essential businesses to close, online sales of prestige nail products increased 24% compared to the same period in 2019.
With spa and salons closed to the public, UK consumers are turning to at-home manicure rituals to maintain their nails and boost their mood. In the week beginning 23rd March 2020 consumers spent £23,000 online buying prestige nail colour (average price £14.69). Sales of base coats/topcoats increased 102%, sales of colour enamel increased 18% and sales of nail care increased 13%. During this phase of lockdown, pink, red and beige were the top three most popular shades.
The findings mirror a boost in overall e-commerce sales of cosmetics, with ContentSquare reporting a 75.2%+ boost in transactions for the week commencing 13th April compared to average sales between January and February (January 6th - February 16th).
Emma Fishwick, account manager at NPD Beauty comments on the findings: “The increase in sales of nail products online, particularly intense nail enamel shades, indicates that nail care could be the ‘COVID-19 Lipstick Effect’. Consumers are increasingly turning to self-care and home based beauty treatments like at-home manicures to improve wellbeing and boost their mood. An application of nail polish is quick, simple and provides an instant result.”
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