Fragrance is at the forefront of the prestige beauty market’s recovery in the UK, according to new data from The NPD Group.
While fragrance sales dropped -67% during lockdown (12 weeks from March 22 –June 13, 2020) compared to the same period in 2019, post-lockdown (12 weeks from June 14 – September 5) sales were down just -13% on the corresponding prior-year period.
Fragrance is even outperforming the prestige beauty market as a whole in the UK, sales of which were down -24% post-lockdown. NPD highlights that the market’s woes are in part due to the suffering makeup sector.
Fragrance’s performance is in part attributed to retailers applying price promotions to unsold gift sets to entice consumers back into stores (fragrance gift sets saw sales grow 32% post-lockdown), and partly to its “touchless” application.
Prestige fragrance sales in the UK totaled £1.3bn (€1.4bn) in 2019.