According to a newly released NPD Fragrance Consumer Study, most U.S. consumers who wore fragrance less often in 2020 have returned to their normal usage.
In fact, nearly one-third of consumers are buying fragrances for themselves more often these days, and three out of four consumers feel that fragrance helps lift and enhance their moods or bring back memories of happy times, places and experiences. According to the NPD data, this sentiment is stronger among Millennials, who are growing even more engaged with the category and are willing to pay more for scents they really like.
— Read more in Consumers Clamor for Fragrance as We Enter the ‘New Normal’ at Beauty Packaging.
I imagine this is the same phenomenon across the beauty industry as a whole; now that people get to go out again, more cosmetics and hair products and such are resuming their prior usage levels.
Last I heard, color cosmetics had not yet recovered — people still working at home, maybe? — but perhaps I am behind on the news
Hmm, that’s interesting. I figured people, i.e. women, would welcome a little color into their lives again, especially after so long at home. Not a lot, just a little. I still wear my lipstick even while wearing a mask; the day just wouldn’t seem right without it.
Or perhaps our collective makeup collections have grown so large that nobody really needs to buy more; like you mentioned, working from home and saving money and such.
After almost two years of working from home and wearing very little makeup, my current makeup arsenal now seems like enough to last me a lifetime, and my skin looks better than ever so I’m not inclined to go back to my former full-face approach. My makeup dollars have been redirected to fragrance, so my spending certainly seems to be following the trend you’ve heard about.
I’m curious about skincare spending. I’ve added an afternoon routine to my previous morning and nighttime routines because I’m home and why not? So my skincare spending is definitely higher than it was pre-Covid.
My skincare spending has held steady, hair care has gone down since I’ve gone (happily) gray, and color cosmetics — WAY down. I am finding that eyeshadow no longer flatters me, and I have enough red lipsticks to last another decade (at least); the only color cosmetics I’ve bought all year — besides mascara — are backups for my two favorite, wear-them-almost daily, lip products (NARS Dolce Vita lipstick and Bahama Velvet Matte pencil). Still crestfallen that Bound Velvet Lip Glide has disappeared. That slightly brownish pink works for me