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Glosses, lipsticks, and other beauty products for the lips have suffered the full brunt of the pandemic. Mandatory mask-wearing has forced – or pushed – women to return to a more natural beauty routine, with a direct impact on makeup sales. But the lifting of most health restrictions has recently changed the situation, with a boom in sales of lip products in France, observed from the week marking the end of the obligation to wear a mask in closed places.
The lipstick is over! Finally, this is what we believed during the emergency phases of the pandemic, during which barrier gestures were essential. While most remain today, wearing a mask is no longer compulsory in places open to the public, with the exception of indoor transport and places of care and health. A measure that has (re)ignited a craze for certain make-up products, including those dedicated to lip make-up.
It was even a boom in sales that was observed as soon as these health restrictions ended, as revealed by The NPD Group. In more detail, sales of high-end lip makeup increased by 30% during the week of March 14, 2022. A particularly significant increase to be compared with the increase in total sales of beauty products in the selective perfumery circuit, around 3%. All of this testifying to a renewed interest in a part of the face that had been concealed for more than two years.
“The lifting of restrictions on mask-wearing has literally boosted lip makeup. Indeed, many consumers have celebrated this newfound freedom by buying a new lipstick. This is great news for makeup brands that the pandemic has especially challenged.“, emphasizes Mathilde Lion, European beauty expert at The NPD Group.
Total sales of selective make-up recorded an increase of 8% in just one week, driven up by lip make-up, and even more specifically by lipstick sales (+35% compared to the previous week).
Beyond the figures, we have observed on many platforms, and even more so on social networks, a certain enthusiasm for glosses and lipsticks for several weeks, with new trends at stake. There is no doubt that these should multiply over the days, and as summer approaches. In any case, the hashtag #lipstick has accumulated more than 11 billion views on TikTok, demonstrating that lip makeup has – without a doubt – a bright future ahead of it.
Slide: Lipsticks: new products that leave you speechless