John Lewis expects consumers to buy fewer beauty products in 2021

The British department store chain is preparing for a drop in the number of products consumers will by next year

British retailer John Lewis has forecasted that consumers will buy fewer beauty products in 2021.

According to the department store's first-ever annual report dedicated to the cosmetics industry, shoppers will embrace the 'buy fewer, buy better' mantra next year.

Rather than impulse, 'fast beauty' purchases, consumers are expected to opt for products at a higher price point in the belief that they last longer and provide better results.

John Lewis customers increased their spending by 6.2% per beauty item in 2020, with visit value increasing by 6.6%.

"We are also seeing a mood for self-gifting pervade as customers reach for a pick-me-up purchase that has luxe-factor but is still attainable," reported the retailer's John Lewis Beauty Bets.

"While a Chanel handbag might be out of reach for many, a Chanel bronzer, at £40, is far more accessible."

Chanel’s Soleil cream bronzer has been one of John Lewis' best-selling make-up product in 2020, with enough sold to fill 17,000 Chanel classic 2.55 handbags.

As a result of the increase in mindful shopping, John Lewis is boasting success about its recycling scheme.

First launched in 2019, the high street staple claims that its BeautyCycle initiative has diverted 175,000 products from landfill.

Other trends John Lewis expects to continue in 2021 include at-home spas as sales for skin care, body & hair products soared by 234% in lockdown versus 2019.

Bath and body gift sets from Diptyque, Le Labo, Molton Brown, Rituals and L’Occitane have proven particularly popular.

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