Over the course of the last three to five years the beauty industry and community has gone through many, many, many changes. I’ve seen blog focus migrate towards youTube and video tutorials, I’ve seen youTube’s numbers dropped with more focus on Instagram, and as of late even Instagram’s engagement is down with more focus on TikTok (which is absolutely crazy but oddly amusing and addicting).
During this time I’ve also seen the trend of purchasing anything full price was considered absurd as the market was so heavily saturated with releases that were simply not selling out as quickly as they once did. Sales on Urban Decay limited edition collections, Too Faced releases, Bobbi Brown, and more have been very, very common. We are completely conditioned to not pay full price on any release because we know within a week maybe two we’ll see items on sale for 20 to 25% off and even 50% off if we bide our time well enough.
I’ve been privy to the world of luxury fashion and accessories dramatically falling. Even those with disposable income won’t pay full price for technology, couture, etc….
But one of the newest norms I’ve noticed since around December is luxury makeup and beauty sales.
Price drops are pleasantness in the world of beauty but there are limits to what is on sale. Sales on brands like Tom Ford, Dior, Givenchy, and other luxury beauty brands aren’t as common as seeing brands like Urban Decay and Too Faced on sale. Since December of this year I’ve seen more and more niche fragrance and beauty on sale than every before.
I’ve seen so many sales on diptyque, Maison Francis Kurkdjian, and others the past few months my head is spinning. These are brands I’d never dream I’d see on sale and here they are 20 to 25% off. That’s unheard of.
Is this our new norm? I think it’s safe to say the next year is going to be an interesting one in the beauty world. Some of us will be going to back to work in the next month or so and others will have to look for a new job. It’s going to be a hard time for everyone and an interesting one. I think we’ll see a lot more releases in the beauty world because the lipstick index is alive and kicking during bad times.
What do you think?
Do you think luxury beauty sales will be the new norm?
Do you think beauty sales will go up or down during this weird time?