![Health and beauty growth has reportedly declined since mid-March but “has still been running quite a bit ahead of where it was earlier in [2020].”](https://img.gcimagazine.com/files/base/allured/all/image/2020/04/gci.COVIDonlineshop425.png?auto=format%2Ccompress&q=70&w=700)
Health and beauty growth has reportedly declined since mid-March but “has still been running quite a bit ahead of where it was earlier in [2020].”
Despite being confined to their homes and venturing out into public under a variety of face masks, consumers are still committed to daily beauty and personal care regimens.
According to data from Channel Advisor, the health and beauty category had year-over-year (YoY) growth that spiked in mid-March. The growth has reportedly declined since but “has still been running quite a bit ahead of where it was earlier in [2020].”
The gross merchandise value (GMV) trends data, which was collected from Channel Advisor’s global customer base, was presented in the report “The Impact of COVID-19 on E-commerce GMV, Part 4.”
Channel Advisor reported that so far in 2020:
- Hand sanitizers saw “an astronomical increase” in early March.
- Hand washes also had increased YoY growth in early March but began to taper off in April.
- Health and beauty subcategories, including vitamins, supplements and herbs/botanicals, saw strong YoY growth, which peaked in mid-March but remained above the category average through the first part of April.
- Beginning in March, Channel Advisor saw a decline in YoY growth within health and beauty’s discretionary categories—i.e., lip care, nail care, color cosmetics. Data reportedly suggests that a bottom was hit at the end of March and a recovery has begun.
- The spike in YoY growth in nail subcategories is due to an increase in at-home manicures and pedicure, the company speculated.
- Hair color and clippers/trimmers have both experienced YoY growth since mid- to late-March.
For more information, please visit www.channeladvisor.com.
