NPD Group reports on rising e-commerce sales in China for Prestige Beauty

E-commerce sales are increasing in China for Prestige Beauty, reports NPD Group. Sales increased by 11% in the first quarter of 2022, compared to last year.

The Chinese New Year fueled sales in January and February, and the rise offset the decline in March, according to the company. The COVID-19 outbreak led to regional shutdowns and increased mask usage in March, driving sales down 1% for the month.

First-quarter sales for the hair, fragrance, makeup and skincare categories increased 43%, 18%, 11% and 9%, respectively.

In March alone, sales in the hair category continued to grow, increasing 33% for the month, and there were pockets of growth in face and body care, including sun care. The makeup and fragrance categories saw declines of 6% and 4% respectively in March, compared to March 2021.

“China may continue to see prestige makeup sales decline in April and May due to ongoing lockdowns in some major cities, including Shanghai, the country’s main manufacturing hub,” said Stanley Kee, senior vice president and Managing Director, APAC, The NPD Group. . “However, the situation is expected to improve from June, with the kick-off of the 618 Shopping Festival in China, and the government is expected to release new favorable policies to stimulate consumption.”

Data is sourced from The NPD Group / China E-commerce Beauty Tracker and is representative of retailers who participate in The NPD Group’s Prestige Beauty e-commerce tracking service. NPD’s current estimate is that the Prestige Beauty e-commerce tracking service accounts for approximately 80% of the online retail market for prestige beauty products in China.

Photo via Pixabay

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