V-shaped recovery for personal care & cosmetics in China

A V-shaped recovery is evident across a number of categories post-pandemic in China, including the personal care and cosmetics segment, indicates a new report by Edge by Ascential. A V-shaped recovery refers to optimistic recovery patterns with the economy showing signs of bouncing back swiftly to its baseline before the crisis.

According to Edge by Ascential, online sales of personal care & cosmetics products are continuing to grow fast in China. Brands that succeeding are seen to be monitoring and analysing the e-commerce status of all products in real-time.

Also read: Beauty suffers but stays strong

For instance, online sales in the personal care and cosmetics segment in China during the period March 9-15, 2020, Shiseido ranked highest with an E^I score of 153 due to strong search results. Olay also scored above 120. On the other hand, the scores for Lancôme and Estée Lauder were impacted by product availability issues.

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