Outside covers: The beauty industry shows the first signs of recovery with the boom of lip products

Después de caer en desuso en gran medida durante más de un año, el lápiz labial, el delineador de labios y el brillo están a punto de resurgir. La industria de la belleza verá un importante aumento en ventas de estos productos.

In fact, last week, the Centers for Disease Control and Prevention (CDC) announced that people completely vaccinated in the United States can stop using covers in most places.This caused several states to eliminate their cover mandates;And that retail stores in that country eliminate the requirements of these masks for customers and employees.

This new rule will have important implications for a society that was largely adjusted to precautions against COVID-19.But it also causes a sensation in the beauty industry;especially when it comes to lips products.

According to CNN Business, which cited data from the IRI market research firm, lipstick sales reached 34.2 million dollars (MDD) to April 18.This means an increase of more than 80% with respect to the same period last year (although still below the prepazed levels).

Now, with the mandates of covers rising in the states throughout the country, the beauty industry expects sales to shoot.

"This great advertisement of the CDC ... I think it is a change of play," said Jensen, vice president and beauty industry advisor at the NPD Group market research firm.

In the beauty industry, lip products were the most affected during pandemic

The last year was a challenge for anyone who likes to use lip color or shine.If you use your covers correctly, it is almost a fact that any lip product will eventually end in the covers;stained your face or both.

That problem translated into a drop in sales of lips. Al 11 de abril de 2020, Amazon registró una caída de 15% en las ventas de «cuidado y color de los labios»; y una baja de precios de 28%, según datos recopilados por McKinsey & Company.

Since the cover mandates remained at the beginning of 2021, the category continued to decrease.According to NPD data - which includes brand sales in department stores such as Sephora and Uult.

While products such as brightness and lip treatments experience a lower fall, for the lipstick it was contrary.Traditional lip sales decreased 32% in the first quarter, with an exception.

«The matt lipsticks began to gain almost immediate participation;as soon as the masks' mandates imposed, ”said Jensen."If you think about it, matt lipsticks are the ones that are less likely to stick to your mask and stay on your lips".

Jensen said that the fall in sales of lip products can be directly related to the mandate of covers;since it was the worst performance makeup category.Meanwhile, eye makeup had the strongest performance last year;The eyes were the only part of the visible face on the masks.In fact, eye makeup sales increased 204% year against year, from April to June 2020, according to the Kantar data analysis firm.

But in general, makeup was very affected for a year in which people barely left home.High -end makeup sales decreased 34% in 2020, said Jensen.

"The makeup is closely linked, and beauty too, to the occasions of use," he said."So without going to work, go out to eat, go to events, there were no chances of use".

The feeling of optimism grows and with it, sales in the beauty industry

But that could be about to change.Jensen said the industry expected a rebound in makeup sales before the new guidelines;since more Americans were vaccinated due to the best climate in many parts of the United States.

Now, with the mandate of the use of almost eliminated covers, consumers will want to look good again.Also, you can seek to renew the makeup that probably did not touch in more than a year.This could be translated for beauty brands and retail sales stores.

A spokesman for Ulca told Insider that the company does not share sales of categories outside its quarterly profits;But he said the company saw "a growing feeling of optimism among our visitors, which creates many possibilities for beauty".

«We anticipate that the passion for skin care and hair care will remain stable;And we are seeing that makeup continues to have a positive impulse, ”said the spokesman.However, a Sphora spokesman declined to comment.

But other retailers are already beginning to see an increase in the demand for lip products.A Walmart spokesman told CNN Business this week that the lipstick is currently its highest performance category;And consumers look for bright or modern colors such as blue, purple and brown.The company said customers take the opportunity to "express their uniqueness once again".

Also, Sam Cheow, Global Director of Makeup Innovation and Product Development at The Estée Lauder Companies, told CNN that the company anticipates that customers will gravitate towards the colors bright pink, orange, magenta and purple lipstick this summer this summer this summer this summer.In addition, they will opt for a satin finish, which is densely pigmented and slightly bright, something that does not work well under a cover.

Cheow told CNN that “lipstick is like instant gratification;A stimulus that we have not had in the last 12 months and we miss it ».

For its part, Jensen added that although NPD does not share data on specific brands or companies, the company experienced growth in the first quarter between brands that are exclusive to one or two retail.For example, Kim Kardashian's makeup and fragrance lines that are only sold online and in Uult;One is Fenty Beauty by Rihanna, which is only available online and in Sephora.

Once weddings resume, cities like New York reopen and trips resume, we will see that spending will increase "big," said Jensen.

"I really believe this, that as the mandate of the cover is lifted, we will see a great boost leaving the makeup category in 2021 to 2022," said Jensen.«You are going to have the consumer who will be ready to celebrate:‘ We succeed!I don't have to use a cover! ’.I think it could be the definitively hopeful signals ».

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