Make-up e-sales rise but jewellery is down in latest week says new data

May 21, 2020
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Demand for make-up globally is at a high while consumers are in lockdown, but jewellery seems to be off their radar for now. That’s the conclusion of new data from customer engagement platform provider Emarsys covering the past week.

Mascara sales have been rising globally

Online sales have been rising for products such as mascara (+177%) and lipstick (+142%), while jewellery sales are seen as more of a luxury and online sales of rings have dropped by as much as 39%. That’s even though many consumers can’t by such products off-line at present. Pendants and necklaces are also down with a fall of 22%.

Looking back at the beauty sector, tools/aids seem to be strong too with make-up mirrors up 423% year-on-year in the past week.

Alex Timlin, senior vice-president of verticals at Emarsys, who has been analysing the data, said: “While many countries now are coming out of lockdown and reopening shops, we’re still seeing consumers buying make-up products (which they might have traditionally bought in-store) online. 
“Luxury items like jewellery have shrunk though, indicating that consumers still value the luxury in-store experience of purchasing high-value items. It’ll be interesting to see if this trend continues now many consumers have woken up to the benefits of online shopping.” 

The company identified the latest week’s trends via its Covid-19 Commerce Insight joint project with data analytics provider GoodData. The insight draws on more than a billion engagements and 400 million transactions in 120 countries.

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