One of the most important dates for Brazilian retail, responsible for boosting sales in several sectors, Black Friday also increases premium beauty sales in Brazil. According to data from Circana – a global data tech company for analyzing consumer behavior – November 2022 was the second month of the year with the most sales in the segment.
Around 14% of all sales last year were made in the period. Compared to the previous year, there was a growth of almost 20%. For Felipe Martins, Account Manager at Circana, the feature of publicizing promotions on the online channel meant that e-commerce showed above-average growth. “Internet sales represented a growth of 28%, when compared to 2021. In total, online purchases represented 44% of all sales in November. For comparison purposes, the online channel closed the year 2022 with a share of around 30% of the segment’s sales,” he states.
The category that had the most prominence during Black Friday 2022 was women’s fragrances, which registered an increase of 41% compared to the same period in 2021. The second most sold was the makeup category, showing a growth of 26%, followed by in the men’s fragrances category, which saw a 23% increase in sales.
Even though the online channel showed a slowdown in 2023, according to Felipe, there is good expectation for Black Friday in the sector. “We understand that the month of November is, once again, important for the sales of premium beauty products in Brazil, especially for the sector’s e-commerce”, he concludes.
One of the most important dates for Brazilian retail, responsible for boosting sales in several sectors, Black Friday also increases premium beauty sales in Brazil. According to data from Circana – a global data tech company for analyzing consumer behavior – November 2022 was the second month of the year with the most sales in the segment.
Around 14% of all sales last year were made in the period. Compared to the previous year, there was a growth of almost 20%. For Felipe Martins, Account Manager at Circana, the feature of publicizing promotions on the online channel meant that e-commerce showed above-average growth. “Internet sales represented a growth of 28%, when compared to 2021. In total, online purchases represented 44% of all sales in November. For comparison purposes, the online channel closed the year 2022 with a share of around 30% of the segment’s sales,” he states.
The category that had the most prominence during Black Friday 2022 was women’s fragrances, which registered an increase of 41% compared to the same period in 2021. The second most sold was the makeup category, showing a growth of 26%, followed by in the men’s fragrances category, which saw a 23% increase in sales.
Even though the online channel showed a slowdown in 2023, according to Felipe, there is good expectation for Black Friday in the sector. “We understand that the month of November is, once again, important for the sales of premium beauty products in Brazil, especially for the sector’s e-commerce”, he concludes.
