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The recent surge in sales of at-home beauty products over the last year is being driven by a massive group of consumers that includes women and men ages 18-55. This consumer group has been labeled “Gen S” (Generation Selfcare.)
Operators who offer clean beauty products that contain minimal ingredients and formulas without harsh, skin-irritating ingredients or cheap fillers have experienced huge demand and increased sales.
As the entire beauty industry adapts to the recent selfcare product sales surge, our own specialized and exclusive division of beauty that focuses on gorgeously, bronzed and glowing complexions has also reaped the rewards! Our at-home bath & body care category has grown by dizzying margins over the last year, faster than any of the other beauty product categories.
What’s Motivating Gen S to Buy More
For most, selfcare is more of a priority than it has ever been. The fact is that we’re all taking better care of ourselves – more committed to our own health and beauty goals with more disciplined workout regimens, fitness plans and diets. Organically, along with this new dedication to our health, we are also setting aside more “me time” to treat ourselves well with longer, more luxurious baths and just more focus on caring for our mind, body, spirit … and skin.
Another reason is our increased consciousness of buying products locally. We all have known, have seen or even operated one of the small businesses that have had to fight for their lives to stay in business or that lost the fight and closed over the last 18 months. Communities across the country and even the world have seen the effects when the small businesses in their communities don’t exist and thrive. People lose jobs, their livelihoods and it stops the local economy from growing which hurts everyone within that community. We are seeing a shift in where people buy beauty products – opting to buy the products they want and need at smaller local shops.
The Minimalist Skincare Movement
Not only is that massive consumer group buying more selfcare products, they are also becoming astutely aware of ingredients that are bad for their skin and the environment, so the push to use “cleaner” beauty products has grown. In other words, beauty services and retailers that are in tune with this are talking more during the sales process about what their products DON’T have in them over what they DO contain. The selling points focus on paraben-free, gluten-free, no artificial dyes, no manmade alcohols and definitely 100% cruelty-free with NO animal byproducts.
Within the massive bath & body category, there are huge opportunities for salons! Operators who offer clean beauty products that contain minimal ingredients and formulas without harsh, skin-irritating ingredients or cheap fillers have experienced huge demand and increased sales during the past year.
David is a National Educator for Sun Evolutions, offering brands including Supre Tan, ProTan, Fiesta Sun and Hempz. He is a face-to-face sales and beauty product fanatic who gauges his success solely on his effectiveness at selling real product to real, live salon guests.
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