Relevant data shows that U.S. cosmetics sales fell by 31% in the third quarter, but perfume sales increased by 1% year-on-year. It is reported that the main reason is that many consumers purchased products related to home fragrance during the COVID-19 epidemic.
A beauty industry consultant said: Throughout 2020, household fragrances performed very well. Previously, perfume and cologne have been the most popular holiday gifts. This year, however, the beauty industry has launched another product: home fragrance. There are many types of home fragrances, the most popular of which include candles, aromatherapy, body lotions, mist, lotions and other home fragrance gift sets.
Why are household perfumes so popular?
1. Because during the COVID-19 period, people will wear masks when socializing, and the lipstick and eye shadow on their faces will not be noticed, but perfume is different. They have a certain fragrance and can be perceived by people’s sense of smell or taste, and can express themselves more appropriately.
2. Many shoppers are buying candles, aromatherapy and other scented items because these little things make people feel cozy. Especially during the epidemic, when you are quarantined at home for a long time, lighting candles at home can make your home brighter and more comfortable, which can relieve anxiety and stress.
3. On the other hand, perfume is a “little engine” that provides people with a special way of communication. Not just as a gift for friends or family, but more importantly, it brings a value to people, which is what many consumers are looking for.
4. During the economic downturn, some people regard candles, body lotion, and perfume as “affordable luxuries.” And the essential oils they choose are highly concentrated and priced, and last longer.
Relevant data shows that from January to September, perfume sales dropped 17% year-on-year, but during the same period, sales of home perfumes increased by 13%, while sales of household perfume gift sets such as candles and lotions increased by 22%.
From perfume to candles, perfume is rebounding faster than any other beauty product. It is reported that while cosmetics sales fell by 31% year-on-year in the third quarter, perfume sales increased by 1%.
Smell is unique to each person. Maybe people want to use perfume to recall the time before the epidemic and return to the old times they once loved. Therefore, consumers may be willing to spend more money on perfume.