Monday, June 15, 2020Covid

Institute at home: the concept that emerges from lockdown

L'institut à domicile : le concept qui émerge du confinement

According to the latest data from market research firm NPD Group, online sales of premium skincare products have been growing strongly during the lockdown period, increasing by 123% in April 2020 compared to the same period in 2019. One of the reasons: consumers have discovered the concept of the “institute at home”.

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According to the latest data from The NPD Group, French consumers turned to online sites to meet their needs for selective beauty products in April 2020 during the lockdown when perfume stores and department stores were closed. Sales in the high-end beauty market on the ecommerce channel have generated 21.6 million in April 2020, with a total of 491,000 units sold, an increase of 73% in value and 69% in units compared to April 2019.

French women still give an important place to skincare products and it is the category that has benefited the most from this new craze for online sales. They accounted for 37% of online purchases of Prestige beauty products in April 2020 (whereas in April 2019, they accounted for 29% of online purchases and 18% of total selective purchases), with sales more than doubling. 3.4 million more than in April 2019, a jump of 153%. The big winners were creams, serums, scrubs and masks. The sunny weather in April 2020 also boosted sales of sunscreen products, which were 223% higher than in April 2019.

By experimenting with the “institute at home”, French consumers were able to maintain their treatment routine, recreating professional rituals for face and …

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