Christmas in July: Are you stuck in a festive rut?


As attention turns to the holiday season, cosmetics brands are questioning the status quo

  • Christmas is one of the most competitive times of the year for beauty brands and retailers

  • "Christmas is not just a marketing angle," says Nidhima Kohli, CEO & Founder, My Beauty Matches

  • Michael Dewey, MD, Salon Services UK & Ireland, says: "Christmas is always the busiest time across our network of stores."

It's that time of the year again: Christmas in July.

In the cosmetics industry, a large part of the summer period is dedicated to thinking about the festive season and, in particular, what retailers and brands plan to offer shoppers in the run up to December.

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This year, as has become customary, many brands are offering special limited edition Christmas launches. However, brands are realising that a standard gift-with-purchase or cinnamon-spiced scent is no longer enough to entice the seasoned beauty consumer any more.


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