![]() “From an emotional standpoint, people don't want to go back to the past. On the other hand, he added that there was a ‘ huge interest in newness’. “First of all, people go back to their core make-up because they have not used it for some time, it may not be fresh anymore in some cases, so there is a lot of back to foundation, to lipstick, to mascaras that needs to be purchased back,” said Freda. In terms of categories, consumers that start to pick up make-up again are going back-to-basics and building their ‘core’ routine up. “I'm speaking about China… but also Australia and Israel are others place where we see signs of what happens during the recovery – and the signs are consistent, by the way.” ![]() The recovery of make-up sales has been mirrored in Australia and Israel as well, where lives are ‘gradually’ normalising, said Freda. ![]() And so, this is really one driver, in China, we see these getting stronger and as the recovery unleashes,” said Freda. “The recovery on make-up… benefits particularly the recovery of brick-and-mortar and omnichannel shopping because people like to interact with the products and like the experience of shopping together. “China is ahead of other regions in the control of COVID, and so people are going back with more confidence shopping also in brick-and-mortar… and it obviously is encouraging for what the recovery will represent also in the West as the brick-and-mortar sales go back into the new normal.”įrom the resurgence of make-up in China, the company has noted that the recovery of the category helps to drive the recovery of brick-and-mortar. He noted that it was important to highlight and observe the recovery of make-up in China. “Mainland China was exceptional, delivering sequentially accelerating double-digit sales growth, with skin care and fragrance performing ahead of the prior quarter and make-up returning to growth, up double-digits,” said Freda. Within the region, China was unsurprisingly the standout, with brick-and-mortar, e-commerce and travel retail thriving amidst the global pandemic. The company saw net sales grow in every region, led by Asia Pacific, which reported an increase of 35% on a reported basis. “We are strategically well-positioned to grow our sales and capture prestige beauty share make-up recovery with our hero products, robust innovation pipeline, analytics engine, driving aspirational intelligence, and enticing in-store and online activation centred on the omni-channel consumer.” “Looking ahead, we are preparing a renaissance in make-up, and we anticipate that momentum will gradually build around the world, driven by local reopening and social and professional occasions,” said Fabrizio Freda, president, CEO and director of The Estée Lauder Companies. While the effects of the COVID-19 pandemic continued to disproportionately impact makeup usage, with net sales declining across nearly all its brands, the company is preparing to welcome a make-up ‘renaissance’.
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