How fragrance sales are recovering post-lockdown

By Sarah Parsons 25-Sep-2020

Luxury perfumes and eau de toilettes have seen a massive soar in sales since the reopening of non-essential stores

Valentino unveiled its new Voce Viva fragrance fronted by singer Lady Gaga

Fragrance is outperforming the entire prestige beauty market in the UK, as the industry recovers post-lockdown.

Market researcher The NPD Group reported that, compared to 2019, the sales of luxury edps and edts improved from a 67% loss to a decline of 13% since the reopening of non-essential retail stores.

The premium cosmetics industry was down by 24% following the opening of non-essential retail outlets.

“The popularity of fragrance can be attributed to a number of factors. Fragrance doesn’t require touch when applying or appreciating it," said Emma Fishwick, Account Manager, NPD UK Beauty.

With a growth of 32% post-lockdown, fragrance gift sets are performing particularly well.

"Retailers are also utilising unsold gift sets to encourage consumers back into store using price promotion," added Fishwick.

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"Consumers are now increasingly price conscious and opting for products that are perceived as value for money.”