Sales of hydrating skincare soared 3% during the UK’s five-week heatwave (June 24 to July 28, 2018) as consumers sought out cooling products, according to market researcher The NPD Group.
The most popular products were moisturising sheet masks, with sales growing 39% in this period, and hydrating facial mists, jumping 33%, the report found. Consumers were also purchasing more nourishing serums (up 22%) and gel-format moisturisers (16%) during this time, showing that lighter skincare textures win out in hot weather.
“The UK heat wave saw some dramatic shifts in consumer spending in the prestige beauty market… It was interesting to see the role that face masks played in helping to keep skin hydrated”, said Helen Duxbury, senior account manager, NPD UK beauty.
Unsurprisingly, sales of sun protection for the face increased 32%.