A Body Shop, illustration -

Maureen McLean / REX / SIPA

We could imagine it, but between the fact that we spend most of the time alone at home in confinement and that lipstick has been rendered obsolete by the compulsory wearing of the mask, sales of cosmetics have fallen in France. .

And not just a little, since according to a study by Asterès carried out on behalf of the federation of beauty companies Febea, the cosmetics sector saw its turnover fall by 10% during the first six months of the year. .

However, there are strong disparities depending on the product.

If sales of beauty products have fallen by 25%, those of hygiene products have doubled.

In terms of exports, the drop reached 14% for cosmetic products, against 18% on the national average.

A sector less impacted than the average for the year

So is this the end of Lancôme or L'Oréal?

Not at all, in any case it is not them that should be buried first.

Over the year as a whole, the sector should suffer less than the French economy, anticipates Asteres, with a decline in turnover of 5%.

In detail, hygiene products could register an increase of 30%, against a loss of 17% for beauty products.

As for cosmetics exports, they could fall by 9%, less than total French exports (-17%), the study predicts.

Here too, there are disparities, between a potential drop in sales of 10% for the entire American continent, against a potential growth of 3% in China.

2022 target

On the French cosmetics market, the return to the pre-crisis situation should occur in 2022. Internationally, the rebound could be slower, especially in the regions most affected by the epidemic (United States , India, Brazil in particular), with a return to the 2019 level expected only in 2023.

If the sector as a whole “is characterized by a certain solidity, very small businesses and SMEs, which represent 85% of the sector, are clearly more vulnerable.

VSEs thus suffered a 54% drop in their turnover, against 35% for large companies ”, in the first half of 2020, warns Febea, which pleads for a tax credit in favor of the digitization of tools. of production.

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