VALENTINE’S DAY INSIGHTS: HOW DOES EACH COSMETIC & PERSONAL CARE CATEGORY PERFORM?
Valentine’s Day, Galantine’s Day, and Singles Awareness Day are right around the corner, bringing several unique opportunities for businesses in the cosmetics and wellness industries to the forefront. But which categories truly shine during this period? Let's dive into the data and uncover some Valentine's Day insights, but first, some high-level stats:
The global beauty and personal care market was projected to reach a value of approximately $646.20B USD in 2024, with the U.S. contributing $97.85B.
In the first half of 2024, the U.S. market alone saw a 5.5% increase in beauty sales around the Valentine’s Day period.
Approximately 70% of consumers say they prefer beauty and cosmetic products over other gifts.
Across all Valentine’s Day-related categories (including beauty), consumers are expected to spend an average of $188.81 on Valentine’s Day, with total sales projected to exceed $27B in 2025.
How We Reviewed
To analyze category performance, we first looked back at some of our past projects to identify key growth trends year-over-year but wanted to take it a step further, referencing data from various sources, including:
Client Case Studies: Tracked YoY trends and growth metrics.
Google Trends: Search interest for relevant keywords.
Social Media Analytics: Engagement and mentions across leading platforms.
Trade & Industry Reports: Market research data from established firms.
E-commerce Platforms: Sales data from major online retailers.
The Categories
1. Makeup
Expect a 20-30% increase in "Valentine's Day makeup looks" searches on Google Trends and YouTube compared to the average monthly search volume.
Social media engagement with makeup tutorials and product reviews generally sees an average 15-25% uplift.
Color brands typically see a 10-15% increase in lipstick and eyeshadow sales during February, with premium brands experiencing even higher growth.
E-commerce platforms can see a 5-10% increase in AOV (average order value) due to gift sets and bundled promotions.
Top performing products: red lipsticks, primers/setting sprays, false eyelashes & eyeshadow palettes.
Why? With the dates, parties, events, and celebrations, Valentine's Day and Galentine's Day amp up the urge to glam and serve looks - especially bold lip colors and dramatic eyes.
2. Sexual Wellness:
The U.S. sexual wellness market size was valued at $11.0B in 2022 and is expected to grow at a CAGR of 7.91% from 2023 to 2030.
Online retailers devoted to both couples and singles often see a 30-50% surge in sales of intimate products leading up to Valentine's Day.
Search interest for related terms also rises significantly on Google Trends, with some keywords experiencing a 100% or higher increase in search volume.
Top performing products: personal toys, lubricants, and massage oils.
Why? Since Valentine's Day focuses on intimacy and connection, it’s no surprise that we see increased interest in products that enhance romantic experiences or promote self-love.
3. Fragrance:
in 2022, the U.S. prestige fragrance market generated nearly $270 million in sales during the two weeks leading up to Valentine's Day, a 24% increase from 2021
Many can expect to see a 15-25% rise in searches for "romantic perfumes", “sensual fragrances”, and "gifts for him/her" on their e-commerce platforms.
Industry reports often show a 10-20% spike in fragrance sales during February, with gift sets and trial bundles being particularly popular.
Top performing products: floral scents, sandalwood, candles, and gift/trial sets.
Why? Fragrance is commonly referred to as the final step in a beauty routine and goes hand-in-hand with the growth seen in the makeup category during this time (dates, events, etc.). It’s also a classic gifting item for those in relationships.
4. Skincare:
The skincare segment was projected to exceed $197B in 2024, and skincare gift sets are a key contributor to the Valentine's Day category.
Search interest in "self-care routines," “girl’s night”, and "at-home spa treatments" tends to increase by 10-20% in February.
E-commerce platforms tend to see a 5-15% rise in sales of face masks, bath products, and skincare sets in the week leading up to the holidays.
Top performing products: face masks, eye creams, moisturizers, and tools/devices (gua shas, jade rollers, microcurrent, LED, etc.)
Why? February provides an opportunity for individuals to focus on self-love and pampering, specifically those celebrating Galentine’s or Singles Awareness Day.
5. Haircare:
In 2021, haircare contributed to 12.93% of total Valentine’s Day purchases across all categories (cosmetic and consumables)
E-commerce platforms may see a 10-20% increase in sales of heat protectant sprays and styling products during February compared to average monthly sales.
Social media engagement with hair tutorials and product reviews tend to increase by 10-15%.
In-retail salons often see a 5-10% rise in appointments for special occasion hairstyles.
Top performing products: volumizing treatments, texture sprays, hair masks, and hot tools.
Why? Feeling confident in the appearance of one's hair and looking one's best is important for all types of Valentine's Day celebrations, whether romantic or with friends. During this period, haircare purchases are on par with makeup, with consumers shopping for the entire “look.”
Maximizing Your February Sales
Targeted Campaigns
Run Valentine's Day and Singles Awareness Day promotions, tailoring messaging to each target audience with exclusive discounts, bundles, or free gifts with purchases to incentivize sales.
Data-Driven Content
Create social media content and blog posts based on trending keywords and popular products, leveraging data from Google Trends and social media analytics to identify what your audience is interested in.
Collaborations
Partner with influencers or other brands for cross-promotional campaigns to reach a wider audience and generate excitement around your product offering.
Personalized Experiences
Offer gift guides, customized product recommendations, and special offers to enhance the customer journey, increase conversion rates, and build customer loyalty.
Valentine's Day presents a significant opportunity for beauty brands to leverage heightened consumer sentiment and drive engagement. By understanding the motivations that drive purchasing decisions around Valentine's Day spending and taking a data-driven approach to marketing efforts without losing sight of creative storytelling, brands can easily achieve phenomenal growth during this key period and continue forging deeper connections with their consumer base.
Ready to tap into your brand’s full Valentine’s Day potential? Let's collaborate and create something beautiful together. Follow us on Instagram @allybeautyconsultingllc or schedule a complimentary consultation TODAY.
Sources
https://www.grandviewresearch.com/industry-analysis/us-sexual-wellness-market
https://www.statista.com/statistics/1285010/valentines-day-purchases-among-us-consumers/
https://nrf.com/research-insights/holiday-data-and-trends/valentines-day
https://www.google.com/url?sa=E&source=gmail&q=https://www.statista.com/outlook/cmo/beauty-personal-care/worldwide
https://www.statista.com/statistics/1366446/us-valentines-day-online-spending-change/
https://www.statista.com/statistics/285028/us-valentine-s-day-sales/
https://nielseniq.com/global/en/insights/commentary/2024/beauty-2024-mid-year-update/
https://nrf.com/media-center/press-releases/consumers-plan-increase-valentines-day-spending-nearly-26-billion