The cosmetics giant will close 900 stores! Wearing a mask without makeup, can't even sell eyeliner? But the perfume has sold out! why?
Affected by the epidemic, South Korea's cosmetics industry is generally in a downturn. According to preliminary estimates, the total industry profit in the second quarter of this year decreased by about 36% year-on-year.
As people reduce going out and wear masks, the sales of major cosmetics such as base makeup and color cosmetics have fallen sharply, but some products that can add personal charm such as perfume buck the trend.
Due to the obvious impact of the epidemic in physical stores, South Korea's largest cosmetics company has decided to retain only 10 offline brand collection stores this year, and more than 900 stores throughout South Korea will be closed this year.
It is not only the lipsticks, blushes and pressed powders that were once hot, but because there is no use for wearing masks, people's resistance to trying makeup makes the sales of eye makeup products such as eyebrow pencils and eyeliner worse than before.
However, the reporter learned during the visit that the cosmetics market also has bright spots in the bleak. Fragrance products such as perfumes and aromatherapy, which can relieve emotions and add points to personal image, have risen against the trend.
Statistics show that from March to May of this year, the sales of perfumes in famous Korean department stores increased by 40.8% year-on-year, and the sales of perfumes from large e-commerce companies soared by 93.8%. Fragrance products used in indoors and cars were also popular.
According to the person in charge of a department store, the sales growth of high-end perfumes in the store is particularly obvious. This year, high-end customized perfumes around the world have accelerated their entry into the Korean market, and local Korean fashion companies have also launched their own perfume brands.
Shin Tae-lin, head of the marketing department of South Korea's Galleria Department Store: After people reduce their purchases of color cosmetics, a large amount of demand has shifted. The most representative one is the surge in sales of perfumes. Fragrance sprays are also popular because they emit light when used. Aroma.
In addition, the increase in the number of self-service beauty treatments at home has driven the sales of nail care, household hair dyes and other products to rise. Korea has a wide variety of self-service nail products. Hundreds of styles can be combined by matching different colors and sequins, constantly stimulating consumers' desire to buy.
Since the beginning of summer, people wearing masks for a long time are more likely to cause skin allergies and other problems. Products such as basic cleansing, skin care and oral care also present business opportunities that buck the trend.