The British Fashion Council and Clearpay unveil the changing world of beauty in the State of Retail Report

FacebooktwitterredditpinterestlinkedinmailFacebooktwitterredditpinterestlinkedinmail

Leading ‘buy now pay later’ service Clearpay, and The British Fashion Council’s State of Retail Report, compiled by Oxford Economics, found there has been a shift in consumer behaviour, one that in 2020 saw consumers focus on skincare and self-care regimes, yet a future gaze suggests the opposite will occur, and we will head towards a return of the “roaring 20s”.

2020

Lockdown months showed consumers pivot their focus to wellbeing, fragrance and skincare, indicating shoppers were prioritising self-care:

●  A top-selling lockdown favourite was THE ORDINARY, with the Hyaluronic Acid 2% + B5 Hydration Support Formula and The Ordinary High-Adherence Silicone Primer being top 5 best selling beauty product in separate readings for England, Wales and Scotland

●  Similarly for haircare, OLAPLEX proved most popular with the No.3 Hair Perfector 100ml coming up top as the best selling beauty product via Clearpay of lockdown and the Olaplex Shampoo and Conditioner Bundle coming third.

●  FRAGRANCE WAS KEY – Fragrance was a key search term for Clearpay in 2021 with the best selling scent being Paco Rabanne Lady Million

●  HAIRCARE REIGNED SUPREME- During recent lockdown months and as consumers continued to wear face coverings, it has been observed that hair care has seen a huge rise in demand suggesting that this is where they are expressing their personality and focusing their beauty treatments. Consumers have switched from skin maintenance to transformative hair products and make-up basics.

Top 10 beauty products purchased with Clearpay over the past year were:

  1. Olaplex No.3 Hair Perfector 100ml
  2. Studio Fix Fluid SPF 15 Foundation (MAC Cosmetics)
  3. Olaplex Shampoo and Conditioner Bundle
  4. The Ordinary Hyaluronic Acid 2% + B5 Hydration Support Formula 30ml
  5. Matte Lipstick (MAC Cosmetics)
  6. PIXI Glow Tonic
  7. The Ordinary Niacinamide 10% + Zinc 1% High Strength Vitamin and Mineral Blemish Formula 30ml
  8. Laura Mercier Translucent Loose Setting Powder
  9. The Ordinary High-Adherence Silicone Primer 30ml
  10. Lip Pencil (MAC Cosmetics)

2021

As we continue into summer and the UK drives towards ‘freedom day’, consumers have upped the ante in their personal appearance, with shoppers seeking bolder beauty purchases. The State of Retail report predicts a ‘roaring 20’s scenario’ whereby shoppers are assumed to unwind their savings and treat themselves with beautifying products and statement make up.

LIPSTICK IS BACK – As we move out of lockdown consumers are preparing to celebrate – as the possibility of mask wearing reduces, lipstick is top of the make-up statement agenda, with MAC’s matte lipstick landing in the top 5 products of recent months.

BROW CARE – There has been a spike in sales of eyebrow products during recent months. With beauticians open again, consumers are drawing attention to their well groomed brows with gels, pencils and powders being top of their beauty shopping list.

WIDER DATA:
The top 10 skincare products purchased with Clearpay over the past year were:

  1. The Ordinary Hyaluronic Acid 2% + B5 Hydration Support Formula 30ml
  2. PIXI Glow Tonic
  3. The Ordinary Niacinamide 10% + Zinc 1% High Strength Vitamin and Mineral Blemish Formula 30ml
  4. The Ordinary Natural Moisturising Factors + HA 30ml
  5. The Ordinary Caffeine Solution 5% + EGCG 30ml
  6. CeraVe Hydrating Cleanser 236ml
  7. CeraVe Smoothing Cleanser 236ml
  8. CeraVe Eye Repair Cream 14ml
  9. My Perfect Eyes 200 Applications
  10. BeautyPro Eye Therapy Under Eye Mask with Collagen and Green Tea Extract

The top 10 hair products purchased with Clearpay over the past year were:

  1. Olaplex No.3 Hair Perfector 100ml
  2. Olaplex Shampoo and Conditioner Bundle
  3. Olaplex No.7 Bonding Oil 30ml
  4. Olaplex No.6 Bond Smoother 100ml
  5. Olaplex Hero Bundle
  6. Beauty Works Molly Mae X Beauty Works Curl Kit
  7. Olaplex Holiday Hair Fix
  8. Olaplex No.5 Bond Maintenance Conditioner 250ml
  9. Beauty Works x Molly Mae Waver Limited Edition
  10. Olaplex No.0 Bond Builder 155ml

The top three beauty brands on Clearpay over the past year were:

  1. MAC Cosmetics
  2. Revolution Beauty
  3. Estee Lauder

The top five lip products purchased with Clearpay over the past year were:

  1. Matte Lipstick (MAC Cosmetics)
  2. Lip Pencil (MAC Cosmetics)
  3. MAC Lipstick – Velvet Teddy – Matte
  4. MAC Lip Pencil – Spice
  5. Liquid Matte Lipstick (e.l.f. Cosmetics)

The top five fragrances purchased during the Black Friday and Cyber Monday sales were:

  1. Jimmy Choo Flash Eau de Parfum 60ml, LookFantastic
  2. Yves Saint Laurent Black Opium Eau de Parfum 30ml, LookFantastic
  1. Carolina Herrera Good Girl Eau de Parfum 30ml, LookFantastic
  2. Yves Saint laurent Libre Eau de Parfum 30ml, LookFantastic
  3. Pomegranate Noir Cologne, Jo Malone