Magnit Sees Rocketing Sales of Beauty Products in May

In May, demand for beauty products increased by almost 40% on average compared to April 2020 as a result of the gradual removal of self-isolation measures and other restrictions. The largest share of sales was recorded in lips, face, and eyebrow products. In order to assist customers with the assortment, Magnit Cosmetic has created a new position in its stores – the beauty expert.

Krasnodar, June 11, 2020: Compared to the March-April period of self-isolation, when Russians bought more face and body care products, in May, on the back of the gradual removal of restrictions, customers started to return to their usual beauty basket. Overall, Magnit Cosmetic sold 1.1 mln lipsticks and lip glosses (+44% vs April 2020), 300 k foundation kits (+48%), and 310 th.eyebrow pencils and powders (+42%). There was also an increase in sales of eyebrow and eyelash cosmetics – 42%, as well as nail care products – 36%. Customers preferred items from the “medium” and “medium plus” price segments. Sales of private label goods – Stellary and Beauty Bomb decorative cosmetics – increased by 65%, with 1.2 mln items sold in total.

Opening of the departments with decorative cosmetics in some drogerie stores, which had been temporarily closed due to regional restrictions, also influenced the increase in demand. It is worthy of note that sales of face, eyebrow, eyelid, and eyelash makeup increased not only compared to April 2020, but compared to May 2019 as well. According to the Company’s analysts, the demand will stabilize and return to the pre-COVID level by July.

Beauty experts started to work in all 5,800 drogerie stores in May. These are employees who took a special training course and are assigned to the department of decorative cosmetics and perfumes, where they help customers choose the right product. They can be identified by the branded T-shirt that says “Beauty Expert”, as well as their name tag. Beauty experts give customers recommendations and professional advice, share skin care secrets, and help in choosing perfumes and cosmetics taking into account the customer’s individual features.

“We continue to improve the level and expand the range of services provided in our stores. We respond to the customers’ demand for professional advice when choosing decorative cosmetics, perfumes, and face and body care products, and that is why we have reinforced our store expertise with specialists having deep knowledge in products and trends of the beauty market. I’m sure that this service will be in demand,”—noted Vladimir Presnyakov, Operations Director for Magnit Cosmetic Format.

Magnit sees rocketing sales of beauty products in May