BEAUTY LOCKED UP: Demand for beauty products at Lamoda double in lockdown

Moscow: Lamoda, the leading online fashion and lifestyle destination in Russia and the CIS, analysed the demand for beauty products and found that in lockdown, the demand for cosmetics and perfumes among new customers has doubled.

According to Lamoda, during the first working-from-home days (from March 21 to April 30), users of the online platform began to order beauty products 60% more often, and the number of new customers buying cosmetics doubled. More often than other products, Lamoda customers bought skincare products (face masks, creams, body oils, peeling products), shampoos and brushes. In April, eye and face make-up brushes were bought twice as many times as in March. In addition, the top ten most popular products in April, included lipsticks and lip gloss.

Perfumes showed the greatest growth in customer demand – orders in this category in April amounted to 70% compared to March. In addition to buying popular perfumes brands, worth up to 4,000 Rubles, perfumes worth more than 10,000 Rubles saw higher demand in the same time period.

Among the top-selling brands are Liv Delano’s budget face mask and its Korean counterparts, La Roche Posay face cream, black mascara and Art-Visage clear eyebrow gel, as well as Luxvisage nude lipstick.

Interestingly, in Moscow and St. Petersburg customers ordered beauty products 40% more often than a month earlier, while the average increase in orders in this category among residents of 60 different regions of Russia was 88%.

Alexandra Artyushkina, Chief Commercial Officer, Lamoda  said: “As Lamoda’s current and customers are now actively interested in beauty and personal care products, we continue to expand the range in this category to meet customer expectations. We understand that in lockdown, without the possibility of visiting beauty salons, for many it’s important to maintain a high-level cosmetic and beauty treatments and we offer only proven beauty products from the world’s leading brands.”




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About Lamoda
Lamoda was established in 2011. Today Lamoda is the leading online platform for fashion and lifestyle in Russia and the CIS, listing more than 6 million products from 3,000 international and local fashion brands to over 3 million active customers. Lamoda proudly employs over 7,000 people in Moscow, Minsk, Kyiv and Almaty, as well as a cutting-edge automated fulfilment center in Bykovo, a technology hub, and 3 call-centers in Volgograd, Zhytomyr and Chernigiv. Lamoda’s delivery network is also one of the largest last-mile delivery services in Russia and CIS. Lamoda, is part of Global Fashion Group (GFG), the leading online fashion and lifestyle destination in growth markets.

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About Global Fashion Group
Global Fashion Group is the leading fashion and lifestyle retail destination in Asia Pacific, Latin America and CIS. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established ecommerce platforms: THE ICONIC, ZALORA, dafiti and lamoda. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 17 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In 2019, GFG delivered more than 34 million orders to over 13 million Active Customers.
GFG is listed on the Frankfurt Stock Exchange (GFG.DE) ISIN: LU2010095458.

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