A few implications of the epidemic for beauty e-commerce in the Middle East
More than a year after the massive outbreak, the Middle East beauty industry (skincare/color cosmetics/hair care/fragrance/personal care) has been severely impacted.
Glamazle, a Middle Eastern beauty e-commerce company, has analyzed the following changes in consumer behavior based on changes in sales on its own website.
The decline in makeup sales: With the increase in the number of people working from home and studying remotely, makeup sales have been hit hard, especially lipstick, with sales in the Middle East falling by more than 40%, a figure higher than the global figure. And this trend will continue, even if consumers return to work, many will continue to wear masks, and demand for color cosmetics will not be boosted in the short term.
The rise of "mask makeup": As women return to work, the demand for lipstick is decreasing, but the demand for "mask makeup" focusing on the eyes is increasing, such as colored lenses, colored contact lenses, colored eyeliners, etc. Any decoration for the eyes is in greater demand than in the past. Any decoration for the eyes is in greater demand than in the past.
Looking for more cost-effective alternatives: Due to widespread layoffs and salary cuts in various industries, consumers started looking for more cost-effective alternatives. Customers who had been buying hyaluronic acid products worth Dhs500 before started buying less expensive hyaluronic acid products. This trend has been seen in beauty singles and kits.
Increased sales of "home beauty salon" products: for safety reasons, the demand for "face-to-face" services has decreased, and customers have changed their previous consumption habits, preferring to "help themselves" at home. beauty salon".
Glamazle sales figures show that sales of skincare, nail care, and hair care products jumped more than threefold, especially during the curfew.
Towards "holistic beauty": When the epidemic first began to spread in the Middle East, people were generally very stressed and demand for products to relax and improve sleep soared, with sales of aromatherapy sticks and sleep sprays jumping seven or eight times, a trend that will persist for a long time.
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