Cosmetics: Less demand for Make-up in Corona-crisis

The last few weeks, most of the people have spent mostly at home: The Work went into the home office, Meeting with friends, cinema nights and Bars were deleted. What for so to put on makeup?

That have gone thought, obviously a lot of people, because the demand for Make-up is in the Corona-crisis in the community. Although normality is returning slowly. However, the mouth guard duty brakes industry experts, according to the buying mood lipstick & co.

Especially in April, where there are many shops, hairdressers and beauty salons were closed, could be withdrawn by the manufacturer according to the cosmetics Association, VKE. Sales dropped this month by 60 percent, said managing Director Martin Ruppmann. The Easter business was gone because of the closed shutters completely lost. “The Online trade could not absorb everything.”

Also, the Frankish tradition of company Swan Stabilo gets to feel that. A third of the turnover slumped in the cosmetics division in April, said company Director Sebastian Schwanhäußer. The company is in Heroldsberg is, therefore, planning now, short-time work. It is world market leader according to the information provided to develop make-up pencils for cosmetic brands and produce.

Schwanhäußer, therefore, has the international market in view. “The world we see in China, already the first signs of relaxation, while Europe is in the first few weeks after the end of the lock downs, still very subdued.” In the United States and South America, the situation will, however, be more difficult.

In foreign trade, the manufacturer of beauty care in the first quarter of 2020 had to accept according to the industry Association body care and detergents (IKW), a Minus of 12 percent. In Germany, they recorded a Plus of 5.6 per cent – because people bought more soap and hand-care. The loss of perfume, decorative cosmetics or hair care specialized companies amounted, however, according to IKW estimates at 100 million euros per month. “The incisions were and are so large that normality can be reached after a few months,” said managing Director Thomas Keiser.

The item therefore assumes that the company will have this year an average of 20 percent less revenue. A good Christmas business could not balance out the losses, said Ruppmann. The Barber brand Alcina is not according to own data at present on their previous year’s sales. “The April business by the closures of the Salons,” said a spokeswoman for the Bielefeld-based Dr. Wolff-Group. However, it is still too early to assess the impact. Cosmetic treatments are for hairdressers only been a short time possible.

“The easing help of course”, said Ruppmann. But in the right buying mood not to come. “Under a mouth-nose protection one has no desire to wear make-up.” And also the shopping itself is no fun. “The factor we have not Loiter at present,” said the managing Director of the Federal Association of perfumeries, Elmar Keldenich. “People buy based on needs.” A nice lipstick, or an elegant perfume – it doesn’t at the moment, especially as the stores are allowed to set for reasons of hygiene, no Tester. The result: “If you can’t try the stuff, buys no one,” said Keldenich.