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Beauty and Grooming Boom Will Continue Into the Fall

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By NCS Marketing

By September, three-quarters of Americans plan to be back to work outside the home office. If you’re even half as excited as we are about this, you’re pretty darn excited. 

Not only are employees going back to the office, but this summer 70% of people who responded to a nationwide survey are planning to eat out while 44% are making plans to go out for entertainment on a regular basis. If there’s one thing this increased face time means...it’s that we’re all going to be using more deodorant than we did during the last year and a half.


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As we come together, unmasked and unfiltered, beauty and personal care products that experienced decreased sales during the first year of the pandemic are poised for a major comeback. Spending in these categories increased steadily since October, and consumers are making plans to increase their usage of and spending on beauty products in a big way.

In her latest video, NCS CEO Linda Dupree dives into beauty insights that point to the potential for sales to surpass pre-pandemic levels.

For brands in these categories, opportunities abound. Not only do consumers plan to do some serious shopping, but they also expect to be influenced by advertising. Read that again, slowly. More than two-thirds of Americans believe advertising to be important in influencing their choice of products in these categories. They’ve also been very clear on what they value when making a purchasing decision, and our CRO Lance Brothers shares what those values are and how they can be communicated through advertising.

As these categories continue to grow over the next several months, beauty and personal care brands that experienced increased trial related to pandemic shortages and experimentation have a major opportunity to move triers up the loyalty ladder. Not to mention, to recoup the lapsed buyers who haven’t purchased as much since the start of the pandemic. 

To understand the latest factors influencing purchasing decisions in these categories, in addition to the current buying trends, download our infographic.

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