John Lewis is predicting that the “great British glow up” is here to stay as consumer lifestyles continue to shift, as people use their beauty expertise learnt over lockdown in their everyday routines.
In the John Lewis’ ‘Beauty Bets’ report, the retailer reveals that collagen, lip liner, perfume and beauty miniatures were among the beauty must-haves that defined the last 12 months, with bestsellers including Charlotte Tilbury’s Pillowtalk Push Up Lashes Mascara and The Boost LED face mask.
John Lewis reveals that pandemic shopping last year was dominated by scented candles and diffusers, in 2021, consumers new priorities including smelling good with perfume sales increasing by 24 percent compared to the previous year as people re-emerge after months at home, and fragrance body sprays also made a comeback with sales of Dior J’adore deodorant spray increasing by 275 percent versus last year.
Lockdown also saw many becoming experts in skincare searching core ingredients more than ever, with retinol, vitamin C and hyaluronic acid at the top of searches, explained John Lewis. When shoppers had the chance to hit the stores, skincare was still a priority in the three weeks following stores reopening on April 12, sales of facial cleansers grew by 82 percent, moisturisers by 80 percent and exfoliators by 79 percent.
As we move into party season, John Lewis adds that customers are seizing the opportunity to showcase their best bold make-up looks, with lipstick sales up 30 percent, a trend it expects to continue to grow. Sales of lip liners also increased 386 percent in the weeks following stores reopening in April.
John Lewis reports that the average spend within make-up and fragrance has increased by almost 6 percent in the last 12 months, with skincare accounting for over a third of all beauty sales. The department store’s beauty advent calendar also sold 4,200 units in the first 24 hours, 3,000 of which within the first hour.