There’s been a lot of news from international chains such as Sephora and local specialist beauty retailer, Mecca, has been very proactive in staying connected to its customers.
But the real power players of the Australian beauty scene are pharmacies and supermarkets, both of which continue to be classified as essential businesses during the Covid-19 crisis.
The natural average for beauty products sold in pharmacies and drugstores worldwide is 13 per cent.
Australia bucks this global trend with leading pharmacy chains such as Priceline, Chemist Warehouse and TerryWhite Chemmart and more accounting for close to 20 per cent of total beauty sales in Australia.
Almost one-in-four Australian women – 23 per cent – buy cosmetics in Priceline – up from 12.8 per cent in 2014 – reveals Roy Morgan Research.
Pharmacies are the number one retailers of cosmetics and personal care in Australia, followed by supermarkets.
The leading chains, led by Coles and Woolworths, have enjoyed an upswing in beauty revenues since 2018, says Roy Morgan.
Priceline’s strong promotional strategy and its growing online business have attracted one of the most sought-after demographics – 18 to 24 years old.
According to Roy Morgan, a huge 41.5 per cent of 18 to 24 year olds who make a cosmetic purchase within the average six month period do so at Priceline.
Close to 70 per cent of this age group rate value for money as important.
This attitude could strengthen for the foreseeable future as more casual job positions are affected.