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Published May 6, 2020
Published May 6, 2020
Sharon McCutcheon via Unsplash

Consumers have become their own hairdressers, estheticians, barbers, and manicurists during the shutdown. As consumers attempt to maintain their beauty regimes, there will be an increase in demand for products such as hair dyes, hair-removal creams, and wax strips, self-tanners, and nail products, among others. This has created an opportunity for brands and retailers to cater to the immediate need; however, DIY may be sticking around as consumers are likely to be mindful of spending on the other side.

As Walmart CEO Doug McMillon said, we’re in the “hair color” phase of panic buying. Hand sanitizer, disinfectants, frozen pizza, and toilet paper are giving way to DIY beauty tools and products.

The Professional Beauty Association (PBA) reported in 2019 that in the US, the salon and spa industry consists of more than 1.2 million businesses, bringing in more than $57 billion in sales. According to GlobalData’s Q3 2018 consumer survey, 59.8% of consumers globally use salons and spas for treatments. As the pandemic stretches on, consumers are looking to replicate salon treatments, providing an opportunity for nonessential stores that remain shuttered and brands that invested in DIY content.

Kate Ormrod, Lead Retail Analyst at GlobalData, comments: “Essential health and beauty items such as paper products and bathroom toiletries are being prioritized, with more frivolous purchases abandoned by many. However, as the weeks go by and shoppers want to treat themselves and regain a sense of normality, we expect them to seek out at-home beauty and grooming alternatives now that their usual destinations for treatments are temporarily closed.”

Ormrod continues: “GlobalData research reveals that of the 60% of global consumers who use salons and spas for beauty or grooming treatments, 18.9% attend appointments at least once a week, with usage higher among females. Additionally, attending salons and spas is particularly rife among younger shoppers, with 74.1% of 25-34s receiving treatments—with the under 44s, therefore, more likely to carry out at-home treatments during the lockdown.”

The professional beauty community is also responsible for fueling the DIY trend with brands offering generous affiliate programs not only to salons and spas but also to individual stylists, estheticians, and nail techs. Expert “how to” content has surged on social platforms.

Nail Numbers:

  • Nielsen reported sales for acetone grew 20.2% for the one-week period ending April 11 compared to the same week in 2019.
  • Nails Inc. told Glossy its e-commerce sales in the US have increased 571% over the last five weeks, compared to the same period last year, and that from April 8-22, sales of gel-remover kits increased 2,000% in the same timeframe.
  • According to Nielsen, for the week ending on April 11, Revlon saw 13.1% sales growth of its nail polishes year-over-year. Revlon nail tools and foot tools increased by 15% and 274%, respectively.
  • Butter London experienced a 150% increase in April sales compared to March, and a 70% increase in April year-over-year according to Glossy.
  • Tesco reports the sale of false nails increased by 350%.
  • According to Spate, searches on “how to remove dip powder nails” are up +79%.
  • Spate reports an increase of +89% in searches for nail kits.
  • Olive & June has seen sales of at-home manicure kits increase 800% week-over-week over the last four weeks and an influx of emails. Pre-coronavirus, the brand received 100-200 emails a day requesting tips and tricks, and feedback; now it’s seeing 1,500-2,000 emails a day, according to Glossy. UK-based Ciaté’s nail polish sales have increased by 300% year-over-year.

Hair Numbers:

  • For the week ending April 4, sales of hair clippers increased 166% and hair coloring products rose 23%, from the same period a year earlier, according to Nielsen.
  • Hair dye soared 92.9% during the week that ended April 11 compared to the previous year, according to data from Nielsen.
  • Tesco reports sales of home dye kits have climbed by 107% and shaving equipment by 400%.
  • British home hair color brand Knight & Wilson, which includes the vibrant range Colour Freedom in its portfolio, has reported a 1,200% sales increase since the lockdown began.
  • On TikTok, the #quarantinehair tag has more than 13.9 million views, while on Instagram #coronahair brings up 26,000 posts.
  • Haircare brand Madison Reed has also seen sales of its at-home hair coloring kits soar 750%.
  • Spate reports an increase of +134% in searches for “how to cut bangs.”
  • Spate reports an increase of +284% in searches for DIY waxing.

Skincare Numbers:

  • According to Mention Me, on average, sales for beauty skincare brands in March have increased by 37% year-on-year.
  • Referrals have increased by 64%.
  • Spate reports an increase of +113% in searches for dermaplaning tools.
  • Foreo reports online sales are up, specifically around their LUNA range and the UFO 90-second spa facial product.

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