Strong sales leading up to the key promotional periods for the industry helped to drive growth

Nürnberg, 10 July 2019 – The Germany prestige beauty industry reached 1.1 billion euros over the first five months of 2019 (Jan.-May), a 4 per cent increase over the same time period in 2018*, according to global information company The NPD Group, Inc.

E-commerce is gaining share in 2019 with double-digit growth compared to the first five months in 2018. Within the 5 European countries of NPD prestige beauty POS tracking, Germany has the second highest online share. May year-to-date, the channel generates almost three quarters of the German market gains. After a marginal decline in calendar year 2018, brick & mortar sales from January – May 2019 have stabilized in the beauty industry.

“Retailers are focusing on the digital beauty consumer and investing in online activities while leveraging the combination of both channels through a more relevant omni-channel approach,” said Samantha Grand, Director of Beauty Prestige Germany at The NPD Group. “The two channels can no longer be seen separately but can work well together and create additional opportunities to attract consumers, as the current development is already suggesting.”

Sales around Valentine’s Day, as well as two other important holidays for prestige beauty – Easter, and Mother’s Day – were primary growth drivers during the first five months of the year.

This year, sales over the two week period leading up to Valentine’s Day saw an 11 per cent increase compared to last year, driven by skincare and fragrances with respective growth of 20 per cent and 11 per cent. Sales during Easter were stable in 2019 for the total prestige beauty market, taking into consideration the two weeks before Easter Sunday and the week of Easter Monday. The two weeks before Mother’s Day saw sales increase 2 per cent.

“As the retail landscape is changing, the industry will have to engage with consumers in more creative ways,” said Grand. “The three categories – makeup, skincare and fragrances – are evolving in the market, with makeup and skincare competing directly for consumer attention. Fragrances, Germany’s strongest category in value sales, will see its peak during the fourth quarter of this year, which is typical for the category. The German beauty industry has an exciting second half of the year ahead!”

*Source: The NPD Group / Germany Prestige Beauty Total Market, January-May 2019