Makeup and cosmetics sales soar as people prepare to go out again

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Consumers are loading up on cosmetics, clothing, and beauty products as they prepare to step out after more than a year of lockdowns.

As COVID-19 concerns ease, there has also been a shift away from items such as toilet paper, cleaning tools, and baking supplies that filled consumer's shopping carts for much of the past year.

Products such as deodorant, condoms, and teeth whitener have seen a large spike in demand, while sales of perfume, hair products, swimsuits, and luggage are increasing quickly as well, according to sales data collected from large retailers by the Wall Street Journal.

“They’re really willing to pamper themselves,” Vineet Kumar, chief executive of Native Deodorant, a brand of deodorants and soaps, told the paper. “They’re saying, ‘I’m getting prepared to go out, so I need to start investing in myself.’”`

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Unlike last year with cleaning supplies and food items, there is no shortage of cosmetics and apparel products at the moment.

A number of large retailers, such as Macy's and Target, earlier this month reported particularly strong sales for the spring quarter, highlighting that products related to travel as well as beauty and apparel were under increasing demand.

“The first quarter felt like a first step towards a post-pandemic world,” Target chief executive Brian Cornell told the Wall Street Journal. The retail giant said that apparel sales rose 60% during the quarter compared to the same time last year and that there is heightened demand for sunscreen, cosmetics, dresses, and sports clothing and goods.

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As people start to leave their homes more and socialize, there has also been a marked decrease in demand for cleaning supplies, baked goods, and plastic products, all of which were popular at the start of the pandemic, according to data from NielsenIQ.





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