LIPSTICKS THE MOST POPULAR PRODUCTS, EXCELLENT PERFORMANCE OF PERFUMES. THE SECTOR GROWS BY 10% COMPARED TO LAST YEAR
This year, the revelation category of Black Friday is beauty. With a year-on-year growth of nearly +10%, beauty products are the most sought-after products of the peak ecommerce season. This is what emerges from the BrandOn Group Observatory, the Naples-based Made in Italy company that helps brands sell more and better online, which analyses the demand flows of the major marketplaces. “Based on the demand for products from the giants of digital sales in the weeks from 39 to 45 – in fact, this is the period in which marketplaces restock in view of the extra ‘Black Friday’ sales – we are able to understand where and how consumer demand will turn,” explains Paola Marzario, founder of the company.
Lipsticks, cleansers and perfumes the most popular products
Lipsticks, facial cleansers and perfumes: these are the products we find in the top 3 positions. And it is precisely fragrances that are the ‘must have’: in the top 10 positions of the most popular products on the sales sites, perfumes, 2 of which are for men, occupy no less than 6 positions. An exploit that goes hand in hand with that of the sector. Today, in fact, online sales in the beauty sector at European level are worth 11.37 billion dollars, with a growth prospect of 10.91% between now and 2027 (at global level, the growth rate will exceed 9.22%) year on year. The Italian online beauty products market is worth more than USD 786 million, but is expected to grow by 12.9% year-on-year over the next five years.
Cosmeceuticals win in parapharmaceuticals
Demand in the parapharmaceutical sector was down on last year, with almost -17%, however, presenting a podium with products that are on average more expensive than beauty: EUR 40 versus EUR 17. A figure that also derives from the choice of products: in fact, the parapharmaceutical sector is dominated by cosmeceuticals, latest-generation products that combine cosmetic treatment with product efficacy, and which on average have higher prices than ordinary beauty products. Fear not, however: “The figure does not qualify the sector,” explains Paola Marzario, “it rather describes a trend in Black Friday purchases.
