The two lockdowns in 2020, imposing the closures of non-essential stores including beauty specialist retailers (such as Sephora, Marionnaud, Nocibé, and Yves Rocher), brand-name stores (like Chanel and Guerlain), and department stores, significantly impacted sales of fragrances. Consumers generally prefer to buy in-store as this provides them with the opportunity to smell and sample different products.
Despite the lack of foreign tourists, premium fragrance kits/sets will perform the best in 2020 thanks to Mother's Day and Father's Day, which occur in late-May and late-June, respectively. These two events were celebrated shortly after the end of the spring lockdown when non-essential in-store retailing channels re-opened, and consumers were keen to make the most of the end of the stay-at-home measures.
E-commerce performed unusually well in fragrances in 2020, notably during the end-of-year celebrations (a period which typically comprises a large part of the category’s yearly turnover). These celebrations took place during the second 2020 lockdown while consumers were confined to their homes.
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