At Ulta Beauty, colour cosmetics are making up for floor misplaced in 2020.
Monica Arnaudo, chief merchandising officer on the retailer, stated shoppers are carrying over coronavirus-era behaviors, together with self care rituals and prioritizing pores and skin and hair care, whereas additionally spending growing quantities on make-up.
“All of us were optimistic makeup was going to make a comeback, and we’re seeing a lot of traction in the newness that we’re launching,” Arnaudo stated. “I wouldn’t say I’m surprised by this, but what is great to see is that the habits, routines and rituals we saw with skin care are continuing, too.”
Arnaudo stated new lip launches from NYX Professional Makeup, Clinique, Benefit, MAC Cosmetics and Too Faced have been among the many hottest with Ulta Beauty’s buyer. “We’re seeing great results in lip across our prestige brands,” she stated.
Mass market make-up has additionally been performing nicely, Arnaudo stated. “We started to see mass recover faster. Even when you look at last year, as people were being value-conscious, mass was a little stronger during the pandemic into the holiday season. Same with ‘mass-stige’, since we have so many brands at that mid-tier price point,” she stated.
Eye make-up has additionally been performing nicely, Arnaudo stated, pushed by a brand new unique MAC Cosmetics mascara launch – ”it’s simply been on fireplace,” she stated – and elevated curiosity in coloured liners like these from Urban Decay and KVD Vegan Beauty.
Hair care — the fastest-growing class in status magnificence — can also be garnering extra curiosity from shoppers who’re extra centered on hair well being, Arnaudo stated.
“Last year, people were taking more care of their hair, and you heard more about treatments,” she stated. “The piece around repairing damaged hair, we started to see a lot of traction with that earlier in the year.”
For pores and skin, solar care and sunless merchandise have been again on the rise after a 12 months of grounded flights, Arnaudo stated, including that manufacturers like CeraVe and La Roche-Posay have been winners within the section.
Body care has saved up momentum in tandem with Ulta Beauty’s assortment of wellness-oriented merchandise, too. “There are really great brands like Megababe, and Love Wellness, which is more ingestibles. People are really loving the assortment,” Arnaudo stated. “We saw such an influx in sales in bath and body. Brands like Truly, which is exclusive to us, have some really great self care products, and those are doing really well for us.”
Fragrance has additionally been a “huge growth category” for Ulta, she stated, including that designer choices have been offering halo results across the manufacturers’ different choices.
Here, see proprietary analysis takeaways on Ulta Beauty’s buyer.
1. 65 p.c of consumers plan to purchase magnificence.
2. 90 p.c of consumers plan to put on pure make-up seems, whereas 60 p.c plan to put on daring seems.
3. 66 p.c of consumers see a connection between magnificence and wellness.
4. 44 p.c of shoppers plan to have their hair lower or coloured, and 41 p.c are shopping for new hair care merchandise.
5. 90 p.c of magnificence fanatics are sustaining magnificence routines, and 60 p.c are nonetheless including new merchandise to their skincare routines.
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