How fragrance sales are recovering post-lockdown

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

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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.

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

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