BXP - Vol 4 No 4 May/June 2020 - 21

21
ƒ
Even online-savvy
American millennials
and Gen Zers (those
born between 1980
and 1996) made
close to 60% of
their purchases in
stores, prior to the
COVID-19 crisis.

About the authors

year on year, in the first quarter of 2020.
Retailers and brands are turning to
promotions to bring in consumers and clear

(172%), and bath-and-body products (65%) are
way up.
DIY hair coloring, nail care, and care in other

inventory. In an uncharacteristic move, several

beauty categories are finding new customers.

prestige brands are offering discounts online of

In the United States, Nielsen reported rises in

up to 40%, competing with specialty beauty-

the sales of hair dye and hair clippers by 23%

product and department stores to capture

and 166%, respectively, in the first week of April

promotion-oriented consumers. Promotions

2020 versus a year ago. Sales of Madison Reed

also help move unsold seasonal inventory.

at-home hair-coloring kits rose tenfold from
mid-March to mid-April. In the UK, online sales

Which beauty products

of prestige-brand nail polish have seen dou-

are being purchased

ble-digit growth every week since lockdown

Skin-care, hair-care, and bath-and body prod-

began in March.

ucts appear to be benefiting from self-care and

This surge in DIY nail care has some specu-

pampering trends. NPD, which tracks consumer

lating that the current crisis's lipstick effect has

spending and point-of-sale data, recorded

an added dimension-the "nail-polish effect."

that sales of luxury hand soap in France were
up 800% the week of March 16, 2020, as the

The long-term impact of COVID-19 on

country went into lockdown. Zalando, Europe's

the beauty industry

largest fashion and lifestyle e-commerce mar-

The pace of innovation accelerates. As the

ketplace, reported a boom in pampering and

COVID-19 crisis has shown, the world can

self-care beauty categories, including candles,

change quickly, bringing substantial shifts in

aromatherapy and detox products; sales of

demand. Sometimes, supply cannot catch up.

skin-, nail- and hair-care products were up

Even before the pandemic, brands were

300%, year on year. That is consistent with

under pressure to overhaul their product-

results from Amazon, for which most makeup

innovation pipelines, inspired by the ability of

sales in the U.S. are showing slight declines,

digital-native direct-to-consumer brands to go

compared with the same month in 2019, while

from concept to cupboard in less than a month.

sales for nail-care products (218%), hair coloring

Now, the need for speed is greater. ◆

This article is a summary
of research from and
contains original content
used with permission
from McKinsey & Company. It is based off of an
article originally authored
by Emily Gerstell, Sophie
Marchessou, Jennifer
Schmidt and Emma
Spagnuolo of McKinsey & Company, and
summarized for space
considerations and BXP
style by Linda Casey.
Emily Gerstell and Emma
Spagnuolo are associate
partners in McKinsey's
New Jersey office, Sophie
Marchessou is a partner in the McKinsey's
Paris office, and Jennifer Schmidt is a senior
partner in the McKinsey's
Minneapolis office. The
authors wish to thank
Sara Hudson, Aimee Kim,
Dale Kim, Sajal Kohli,
Jessica Moulton, Kelsey
Robinson, Tom Skiles,
Kristi Weaver, and Daniel
Zipser for contributions
to the original collective
work. A PDF of which
can be downloaded from
www.mckinsey.com

BXPMagAzine.com


http://www.mckinsey.com http://bxpmagazine.com/

BXP - Vol 4 No 4 May/June 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 4 May/June 2020

BXP - Vol 4 No 4 May/June 2020
Editor’s Letter
The Scene
CHIEF EXPERIENCE OFFICER SERIES: DR. SARAH ALLEN, MD, AND CLAIRE O’BRYAN, ANP-C
Research: Men’s Personal Care & Grooming
The 17th Annual Makeover Challenge: Re-imagining Education
Research: COVID-19’s Impact on the Beauty Market
High-tech Storytelling
Insights: Heroism and Innovation
The Toolbox
Index of Advertisers
BXP - Vol 4 No 4 May/June 2020 - Intro
BXP - Vol 4 No 4 May/June 2020 - BXP - Vol 4 No 4 May/June 2020
BXP - Vol 4 No 4 May/June 2020 - Cover2
BXP - Vol 4 No 4 May/June 2020 - 1
BXP - Vol 4 No 4 May/June 2020 - 2
BXP - Vol 4 No 4 May/June 2020 - 3
BXP - Vol 4 No 4 May/June 2020 - 4
BXP - Vol 4 No 4 May/June 2020 - 5
BXP - Vol 4 No 4 May/June 2020 - Editor’s Letter
BXP - Vol 4 No 4 May/June 2020 - 7
BXP - Vol 4 No 4 May/June 2020 - The Scene
BXP - Vol 4 No 4 May/June 2020 - 9
BXP - Vol 4 No 4 May/June 2020 - CHIEF EXPERIENCE OFFICER SERIES: DR. SARAH ALLEN, MD, AND CLAIRE O’BRYAN, ANP-C
BXP - Vol 4 No 4 May/June 2020 - 11
BXP - Vol 4 No 4 May/June 2020 - Research: Men’s Personal Care & Grooming
BXP - Vol 4 No 4 May/June 2020 - 13
BXP - Vol 4 No 4 May/June 2020 - 14
BXP - Vol 4 No 4 May/June 2020 - 15
BXP - Vol 4 No 4 May/June 2020 - The 17th Annual Makeover Challenge: Re-imagining Education
BXP - Vol 4 No 4 May/June 2020 - Research: COVID-19’s Impact on the Beauty Market
BXP - Vol 4 No 4 May/June 2020 - 18
BXP - Vol 4 No 4 May/June 2020 - 19
BXP - Vol 4 No 4 May/June 2020 - 20
BXP - Vol 4 No 4 May/June 2020 - 21
BXP - Vol 4 No 4 May/June 2020 - 22
BXP - Vol 4 No 4 May/June 2020 - 23
BXP - Vol 4 No 4 May/June 2020 - High-tech Storytelling
BXP - Vol 4 No 4 May/June 2020 - 25
BXP - Vol 4 No 4 May/June 2020 - Insights: Heroism and Innovation
BXP - Vol 4 No 4 May/June 2020 - 27
BXP - Vol 4 No 4 May/June 2020 - 28
BXP - Vol 4 No 4 May/June 2020 - 29
BXP - Vol 4 No 4 May/June 2020 - 30
BXP - Vol 4 No 4 May/June 2020 - 31
BXP - Vol 4 No 4 May/June 2020 - 32
BXP - Vol 4 No 4 May/June 2020 - The Toolbox
BXP - Vol 4 No 4 May/June 2020 - 34
BXP - Vol 4 No 4 May/June 2020 - Index of Advertisers
BXP - Vol 4 No 4 May/June 2020 - 36
BXP - Vol 4 No 4 May/June 2020 - Cover3
BXP - Vol 4 No 4 May/June 2020 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200809
https://www.nxtbook.com/nxtbooks/STMG/bxp_202007
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200506
https://www.nxtbook.com/nxtbooks/STMG/bxp_202004
https://www.nxtbook.com/nxtbooks/STMG/bxp_202003
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201912
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2019
https://www.nxtbook.com/nxtbooks/STMG/bxp_201910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201908
https://www.nxtbook.com/nxtbooks/STMG/bxp_201907
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190506
https://www.nxtbook.com/nxtbooks/STMG/bxp_201904
https://www.nxtbook.com/nxtbooks/STMG/bxp_201903
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201812
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2018
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201808
https://www.nxtbook.com/nxtbooks/STMG/bxp_201806
https://www.nxtbook.com/nxtbooks/STMG/bxp_201805
https://www.nxtbook.com/nxtbooks/STMG/bxp_201804
https://www.nxtbook.com/nxtbooks/STMG/bxp_201803
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201712
https://www.nxtbook.com/nxtbooks/STMG/bxp_20171011
https://www.nxtbook.com/nxtbooks/STMG/bxp_201709
https://www.nxtbook.com/nxtbooks/STMG/bxp_201708
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170607
https://www.nxtbook.com/nxtbooks/STMG/bxp_201705
https://www.nxtbook.com/nxtbooks/STMG/bxp_201704
https://www.nxtbook.com/nxtbooks/STMG/bxp_201703
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201612201701
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201611
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201609
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201608
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160506
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201604
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201603
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201508
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201503
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20141112
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201410
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201409
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201408
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201405
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201404
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201403
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201312
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201311
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130910
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201308
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201305
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201304
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201303
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201212
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201211
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201210
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201209
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201208
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201206
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201205
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201204
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201203
https://www.nxtbookmedia.com