Perfume’s Club, the online perfumery based in Mallorca (Spain) that facilitates the purchase of beauty products from the main brands on the Internet, has managed to almost triple its sales figures (an increase of 170%) during the Father’s Day campaign compared to the pre-pandemic period, and always within Spanish territory. Thus, while between March 16 and 19, 2019, some 300,000 euros were invoiced (in curious contrast to Mother’s Day that year, when Perfume’s Club invoiced more than one million euros), in the same period of 2022 they have far exceeded 800,000 euros. What is even more remarkable, considering that, at the height of the COVID-19 crisis, sales fell by 6%, with which, compared to that moment, the rise has been a spectacular 187%.
Regarding the most demanded products for Father’s Day, they stand out well above the others the perfumeswhat do they suppose 38% of total sales for the period. The demand is fairly evenly distributed among the different ranges, although the most demanded were Yves Saint LaurentY (3.8% of perfume sales), Giorgi Armani Acqua di Giò Pour Homme (2.7%), nuxe-sun (2.6%) and Terre d’Hermes (2.2%).
Next are located facial productswhich reach 24% of total sales. In this case, the ones that were most purchased during the period were the Nuxe Crème Fraiche de Beaute moisturizing cream (2.6% of sales of facial products), the Clarins Double Sérum anti-aging treatment (2.2%), the Lancôme Rénergie HCF Triple serum (2%) and the Shiseido Vital Perfection firming cream (1.6%).
In the third step in terms of demand during this campaign are hair productswhat do they suppose 22% of sales. The star of this category is, without a doubt, the brand Kerastasewhich fills all the main positions: theirs are the Curl Manifesto shampoo for curly hair (4.5% of total sales), the Nutritive Bain Satin Anti-Breakage Shampoo (4%), the Bain Densité Moisturizing Shampoo (3%) and the Chronologiste restorative mask (two%).
At a certain distance from these first positions are other beauty products for men such as the makeupwhat accounts for 6% of Father’s Day sales; body care productswhich reach 5%; and the hygiene productswhat slightly exceed 2%.
As to the middle basket during the Father’s Day campaign, that is, the average expenditure made by Perfume’s Club customers when buying on its website, in 2020 was about 63 euroswhile in 2021 it reached 82 euros. The comparative increase between both figures was 29.76%which implies that not only did the investment by users increase, but the number of them who went through the online perfumery also increased.