Things are looking up in China, where Prestige beauty e-commerce sales increased 87% in June 2020 to $1.3 billion compared to the same time period last year, according to The NPD Group. The success was due to the country’s robust mid-year sales event, also known as China’s ‘618’ Shopping Festival. This year, close to 100,000 brands selling over 10 million discounted items participated, which is more than double the number of brands that participated in last year’s 618 event. As a result, all beauty super-categories recorded growth compared to last year, with skincare sales increasing by 98% to $489 million, makeup sales increasing 58% to $102 million, fragrances sales increasing 61% to $21 million, and haircare sales increasing 126% to $16 million.
 
Makeup’s growth was lower compared to other super-categories as it had been affected more by the pandemic and the use of masks as face coverings. However, as offices have re-opened in China, and the “old normal” normal has returned, makeup use began to grow, even though masks have maintained their negative effect on lip products. Lip was up 12% over the same period last year) while eye makeup rose 159% compared to June 2019).
 
“The e-commerce channel is likely to keep the fast growth rate in the coming months for beauty products,” said Stanley Kee, managing director, APAC, The NPD Group. “In fact, a recent China consumer sentiment study conducted by the NPD Group showed that 26% of Chinese consumers claimed they only purchase beauty products online. With another online festival, Double 11, scheduled for November, it is likely that sales from this event will help China experience record sales for the year.”