According to NPD, the French selective perfumery market achieved a turnover of 2.9 billion euros, down 1% compared to 2018. It is a little better than the previous year because between 2017 and 2018, the market had dropped 2%. Note however that the NPD panel does not take into account the own brands and exclusive brands of each brand. However, the brands tend to develop their offer (and their sales) of own brands and exclusive brands. The market may be better than NPD estimates. This truncated barometer, however, allows trends to be defined. Already, it highlights the success of Black Friday. Sales over the Black Friday 2019 campaign period increased 22% compared to the 2018 campaign. This represents a gain of 35 million euros. “In 2019, Black Friday started a week later than in 2018, just three weeks before Christmas. Consumers have therefore anticipated their Christmas shopping, benefiting from substantial discounts at the same time, ”said NPD in a press release. As a result, Black Friday was the main driver of growth at the end of the year: over the last two months, November and December 2019, sales in selective perfumery increased by 2% compared to the same period in 2018. “In the unfavorable context of social movements, positive signs were still showing at the end of the year on the French high-end beauty market,” notes Mathilde Lion, beauty expert for NPD.
Skincare on the rise, makeup on the decline
And the main beneficiaries of the success of Black Friday have been perfumes, which remain the most important segment in terms of turnover. The success of Black Friday has allowed perfume sales to remain stable over the past year. Note, “a positive performance of men’s fragrances which increased by 1%, boosted by intense concentrations such as eau de parfum and perfume,” said NPD. Facial skincare for women continued to grow (+ € 5 million): sales of moisturizer increased by 7% and those of tonic, by 9%. The market is driven by very high-end products. Skincare at a purchase price above 175 euros has seen its sales increase by 11% in 3 years and now represents a quarter of the facial care market. Treatments at a purchase price of more than 350 euros are also increasing: + 59% in three years. The big loser of the year is make-up, sales of which fell by 6% in 2019. As for 2020, “forecasts are very uncertain due to the current travel restrictions linked to the coronavirus and the risks of supply disruption in the coming months, “concludes Mathilde Lion. According to NPD, the French selective perfumery market posted sales of 2.9 billion euros, down 1% compared to 2018. This is a little better than the previous year because between 2017 and 2018, the market had fallen by 2%. Note however that the NPD panel does not take into account the own brands and exclusive brands of each brand. However, the brands tend to develop their offer (and their sales) of own brands and exclusive brands. The market may be better than NPD estimates. This truncated barometer, however, allows trends to be defined. Already, it highlights the success of Black Friday. Sales over the Black Friday 2019 campaign period increased 22% compared to the 2018 campaign. This represents a gain of 35 million euros. “In 2019, Black Friday started a week later than in 2018, just three weeks before Christmas. Consumers have therefore anticipated their Christmas shopping, benefiting from substantial discounts at the same time, ”said NPD in a press release. As a result, Black Friday was the main driver of growth at the end of the year: over the last two months, November and December 2019, sales in selective perfumery increased by 2% compared to the same period in 2018. “In the unfavorable context of social movements, positive signs were still showing at the end of the year on the French high-end beauty market,” notes Mathilde Lion, beauty expert for NPD.
Skincare on the rise, makeup on the decline
And the main beneficiaries of the success of Black Friday have been perfumes, which remain the most important segment in terms of turnover. The success of Black Friday has allowed perfume sales to remain stable over the past year. Note, “a positive performance of men’s fragrances which increased by 1%, boosted by intense concentrations such as eau de parfum and perfume,” said NPD. Facial care for women continued to grow (+ € 5 million): sales of moisturizer increased by 7% and sales of tonic,
