Who will dare to give a lipstick for Christmas? While the French complete their purchases of end-of-year gifts, perfume brands are worried about the health of the French market. Because, despite a recovery in sales observed in France, of around 15%, between January and the end of November, compared to the same period in 2020, the turnover of the sales channel of Dior brands, Armani or Chanel has still not found the level of activity of 2019. Sales are down 16% compared to the year before the start of the Covid-19 pandemic, according to company figures NPD market research.
Through the voice of its general delegate, Emmanuel Guichard, the Federation of beauty products companies (Febea) can congratulate itself on “Signs of recovery” sales of perfume bottles in France (+ 19% between January and November, according to NPD) and the surge in exports, estimated at 15.7 billion euros, in China in particular, which should lead to “A record year”, the change in the habits of the French in their bathroom questions the entire sector.
Wearing a mask to protect against the spread of the coronavirus has pushed “Women less makeup”, recalls Elodie Delplace, marketing director of Nocibé perfumeries. They notably gave up lipstick. To maintain and hydrate their skin, they have “Tendency to buy less skincare products, but better”, adds Juliette Lévy, founder of the Oh My Cream brand, referring to a “Beauty routine, simpler”. Consequently, the number of products used on a daily basis would be on the decline.
A lack of “qualitative brands at low prices”
Especially since the French continue to tap into their cupboards to “Sell off stocks” of shampoos, shower gels and other soaps compulsively purchased in 2020, especially in hypermarkets, during periods of confinement, estimates Charles Kloboukoff, president of Léa Nature. Resorting to buying on the Internet (nearly 20% of sales) to obtain creams, varnishes and other colorings also undermines the morale of distributors. The footfall of some stores located in city centers and shopping centers is in decline, recognizes Mr.me Delplace. Finally, inflation, which puts a strain on the purchasing power of the French, could also weigh on the budget devoted to hygiene and beauty products.
Recourse to buying on the Internet (nearly 20% of sales) to obtain creams, varnishes and other colorings undermines the morale of distributors
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