Sale of prestige lavender-based beauty products increase five-fold in 2019
London: 24 June 2019: The sale of prestige lavender-based beauty products in the UK reported an increase of 552% in value sales in the period January 2019 to end of April 2019 according to The NPD Group. Products based on aromatherapeutic ingredients have reported a similar increase in sales in the skincare sector in the period January 2019 to end of April 2019 when compared to the same period in 2018. The sale of rose-based beauty products increased 6% and lemongrass infused products increased in by 5%. Frankincense was a stellar performer in this category, where products formulated with this traditional constituent, said to relieve stress and anxiety, increased sales by over 200%.
The growth in sales of these aromatherapy-based beauty products demonstrates a return to comforting, nurturing, heritage ingredients which are central to the Mindful Beauty ritual, popular on social media and amongst wellness bloggers. The #mindfulbeauty has been used over 26,000 times on Instagram as people share their mindful rituals which combine ‘slow beauty’ with mindful gestures, breathing techniques and meditation. These products include (but are not limited to) cleansers, masks, moisturisers and mists to bath and body favourites like soaks, bath and body oils, body and hand creams.
June Jensen, Director, NPD UK Beauty says: “2019 has been a challenging year for many people and in uncertain times, customers return to natural, heritage ingredients and products that offer a comforting, nurturing effect on skin, body and soul. The emergence of the Mindful Beauty trend is a response to the need to achieve solace and self-care in beauty rituals that calm the mind, cleanse the skin and offer a little ‘me-time’ during the morning, evening and weekend beauty ritual. This demand is obvious and represents a new opportunity for both retailers and beauty brands. Naturally, brands can embrace this trend by infusing their new products with heritage, healing ingredients. While bricks and mortar retail stores have the opportunity to create immersive brand experiences which engage all of the senses.”