The sale of cosmetics has started again.
Source:wiadomoscihandlowe.pl
From:Taiwan Trade Center, Warsaw
Update Time:2020/04/27
Good news comes from Polish drugstores and cosmetics wholesalers: unlike in last few weeks customers started buying cosmetics, and not only necessity hygiene products. Highest sale comes from hair box dyes and nail polishes. Popularity of homemade manicure is so big, that there is a significant growth in sales of whole gel manicure sets’ with UV/LED lamps.
Epidemiological threat in merely few weeks has completely changed Polish customers’ habits. According to Barbara Goździkowska (president of the Natura drugstore chain) said change noticeable in last three weeks, was mainly caused by the reprioritizing of needs: key products were body hygiene products, disinfection products and antibacterial gels. It is important to mention, that due to aforementioned phenomenon of needs’ reprioritizing, expenses for everything but first need product have been suspended, this caused a drastic disturbance of proportion in the purchase of cosmetics from different categories. Even though drugstores reduces prices up to 50% in the makeup section, categories that had suffered biggest loss were makeup products and perfumes.
This is the result of a social distancing: reduced number of social interactions caused that customers' purchasing needs in these categories have dropped dramatically – says Barbara Goździkowska.
The latest data from the research company - Nielsen also shows that the effects of a pandemic are also severe for face care cosmetics manufacturers. Sales of these products for the week of March 23-29, 2020 fell by 61 percent. On the other hand, this kind of drop in sales may be caused by this product’s specific – soap bar will be used much quicker than a face cream.
There is still the greatest demand for all antibacterial products: according to Nielsen's data, sales of antibacterial gels in the week of 23-29 March 2020 increased by as much as 2 thousand percent. (!). Cosmetic market expects that the category of cosmetics having disinfecting/ antibacterial properties will have its permanent place on drugstore shelves and will grow. Beside disinfecting hand gels and tissues, there is also a huge interest in home cleaning products. Therefore, for drugstores that had home chemistry in their normal offer current crisis is much easier to cope with: home cleaning products’ sales compensate declines in the sale of skin care or makeup cosmetics.
However, after the first shock and panic, both traders and consumers adapt to
new reality and learn how to live in it. Consumers are gradually starting to order products other than only necessary ones, just like with the manicure products or hair dyes. Also, sale of hand creams has increased significantly, which is associated with the caring for frequently washed and disinfected hands.
E-commerce sales are definitely increasing, but it certainly does not compensate decreasing sales of stationary stores in which there are currently fewer customers - adds Dariusz Tomczak, owner of the Vica drugstore chain. – I think that drugstore chains, mainly located in shopping malls have the biggest problems now - he adds.
Drugstores try to stimulate the sale of all product categories on offer by launching virtual guides on how to use cosmetics, how to perform home care treatments: as the hair salons, nail salons and SPA’s are closed, there will be also a significant growth of sales for epilation products (waxes, razors etc.) and self-tanners.
Source: https://www.wiadomoscihandlowe.pl/artykuly/polacy-w-kwarantannie-ograniczaja-wydatki-wiemy-kt,62360