The NPD Group have reported that online sales of high-end skincare increased 54% in 2020.
The NPD Group reports that high-end skincare saw the largest growth in the prestige beauty market this year.
“The prestige beauty market was quick to respond to the change in consumer behaviour during lockdown. Many brands switched their marketing efforts online with innovations including virtual consultations, classes and facials at home led by a skincare professional,” said Emma Fishwick, account manager at NPD UK beauty.
The report from NPD Group found that sales of skincare sets and kits have been a key contributor to the growth, which increased 57% compared to the same period in 2019. The prestige beauty market, as a whole, saw a 38% increase in online sales throughout the majority of 2020, accounting for more than £491million worth of sales.
E-commerce accounted for 41% of total prestige beauty sales in the period from January 2020 to the end of October 2020, compared to 21% over the same period last year. This substantial shift in consumer behaviour was driven by the ongoing coronavirus pandemic, and consequential restrictions, which saw the closure of brick-and-mortar retailers, salons and clinics.
