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Protecting Face Masks Are Prompting Change in Magnificence and Style Tendencies – and Making their Mark on Vacation, Studies The NPD Group

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PORT WASHINGTON, N.Y., Nov. 17, 2020 /PRNewswire-PRWeb/ — Protecting face masks have turn into a part of the brand new norm all through the U.S. Alongside the way in which, they’ve infiltrated attire and make-up tendencies and, within the spirit of the season, vacation procuring lists. In actual fact, 31% of vacation consumers plan to present masks as stocking stuffers or presents this yr, based on The NPD Group‘s Annual Vacation Research.

By way of how and the place shoppers are looking for these masks, NPD’s Checkout knowledge exhibits that e-commerce dominates greenback gross sales, however as shops reopened and extra retailers entered the market with reusable choices, e-commerce started to lose share. Warehouse golf equipment, specialty retailers, and mass retailers have been the first gainers on this shift – offering shoppers with extra procuring and product assortment choices for the vacation season.*

Affect on Magnificence and Style
Overlaying the nostril and lips, protecting face masks place higher emphasis on the wearer’s eyes. Consequently, greenback gross sales of lip make-up declined quicker than all different make-up merchandise year-to-date via September versus final yr. In comparison with lip and face, eye make-up has seen the softest gross sales declines and gained market share. Below the masks, setting sprays, which can assist shoppers remedy the issue of protecting make-up in place, grew by a median of 9% month-over-month.**

“Whereas protecting face masks focus consideration on the eyes, we nonetheless need to preserve the remainder of our face wanting good for when the masks comes off – to not point out protecting the masks itself freed from smudges,” stated Larissa Jensen, NPD’s magnificence business advisor. “Masks have created a shift in our magnificence habits, and elevated the classes that tackle the patron’s new set of wants.”

Style that solves issues is what has gained with shoppers over the previous few years. Denims with stretch, leggings with pockets, activewear with moisture-wicking properties, and the reemergence of belt baggage are some examples of innovation that has piqued shopper curiosity. Now confronted with the problem of carrying a protecting face masks and protecting it clear, shoppers have cause to hunt one other set of choices.

“Past the protecting face masks themselves, which have turn into the brand new style accent in their very own proper, the style business as soon as once more has a chance to make use of innovation to deal with shopper wants that complement this newest addition to our wardrobe,” added Maria Rugolo, NPD’s attire business analyst. “If masks proceed to be a extra everlasting a part of society, no less than for the close to future, we count on to see continued innovation in how we supply this stuff. There might be a higher want for pockets, particularly for males and a possible alternative for cargo shorts and pants to come back again into fashion. Whereas nobody is aware of how lengthy masks shall be a part of shoppers’ on a regular basis lives, serving to them navigate these occasions as simply as attainable will go a good distance.”

*Supply: The NPD Group/ Checkout, Might-September 2020
**Supply: The NPD Group/ U.S. Status Magnificence Whole Measured Market, January-September 2020


About The NPD Group, Inc.
NPD affords knowledge, business experience, and prescriptive analytics to assist our shoppers develop their companies in a altering world. Over 2,000 firms worldwide depend on us to assist them measure, predict, and enhance efficiency throughout all channels, together with brick-and-mortar, e-commerce, and B2B. We now have companies in 19 nations worldwide, with operations spanning the Americas, Europe, and APAC. Follow areas embody attire, home equipment, automotive, magnificence, books, B2B know-how, shopper know-how, e-commerce, style equipment, meals consumption, foodservice, footwear, house, juvenile merchandise, media leisure, cellular, workplace provides, retail, sports activities, toys, and video video games. For extra data, go to npd.com. Observe us on Twitter: @npdgroup.

NPD’s Checkout service affords sturdy knowledge for monitoring and bettering efficiency throughout all channels plus purchaser analytics to assist companies preserve present prospects and win new ones. Over 130,000 shoppers, the most important omnichannel panel centered on basic merchandise and foodservice, present us with receipt-based data on their in-store and e-commerce purchases. With complete knowledge from the identical shoppers over time, Checkout illuminates tendencies in habits together with migration to procuring on-line by class and shopper demographics. Purchaser analytics ship perception into most precious prospects, model loyalty, model leakage / elevate, model launches, and extra.

Media Contact

MARISSA GUYDUY, The NPD Group, 5166252203, marissa.guyduy@npd.com