After a sharp decline in 2020, sales of selective beauty products in France have returned to growth, increasing by 9% in 2021, compared to 2020. According to The NPD Group, this market achieved a turnover of €2.689 billion in 2021, thanks to sales in traditional shops and the popularity of perfumes.
The pandemic and successive lockdowns in the first half of 2021 (with shop closures) have slowed the recovery. The high-end beauty market has not yet recovered to its pre-Covid level, with sales down 12% in 2021 compared to 2019. However, the pace of growth accelerated in the second half of 2021, with fourth quarter sales reaching a level similar to the same period in 2019. The year ended with record sales in the two weeks leading up to Christmas Day.
Traditional shops were the main contributors to growth in the selective beauty market in 2021. After reopening at the end of the last lockdown in France, online sales began to slow down, until reversing the trend in the fourth quarter, with a double-digit decline. Sales in traditional shops represented 84% of the selective beauty market in 2021, compared to 16% for online sales, results that confirm the importance of the in-store shopping experience.
Recovery in the wake of fragrances
Fragrances have been one of the main drivers of the selective beauty market, generating 82% of the gains in 2021, with sales up 11% compared to 2020. Two factors explain this recovery. In addition to the pleasure of treating oneself, perfume …
