23/07/2024
During the recent UEFA European Football Championship, the Lookfantastic app saw a significant surge in activity. Over 280,000 users downloaded the app in just four weeks, a spike attributed to the "England effect." Traffic peaked during the final against Spain, reaching nearly 24,000 visits, triple the amount from a year earlier.
Keely Gough, Lookfantastic’s managing director, noted the increased mobility of customers during key sporting events as a crucial factor. "We saw thousands of customers hitting the app to shop their favourite beauty products," she explained. The extension of the deadline for guaranteed next-day delivery to 1 am also played a role, ensuring that even late-night shoppers received their products promptly.
This surge in app usage reflects a broader trend. According to the Global Beauty 2024 report, there is a growing consumer demand for mobile applications in the beauty sector. The report highlights that 48% of cosmetics and beauty shoppers use a mobile phone for every purchase, with an additional 35% using one "most of the time." Globally, 59% of online spending on beauty and personal care products is done via mobile devices, a figure that has been steadily increasing.
Brands and retailers are adapting by embracing a mobile-first approach, integrating functionalities that enhance the shopping experience. Features such as cameras, video content, user-generated content, and social media are being utilised to engage consumers, making the shopping experience not only more informative but also more entertaining.
This trend showcases an industry driven by innovation and a consumer base passionate about their purchases and loyal to their preferred brands. The Lookfantastic app's success during the Euros is a testament to the effectiveness of mobile-first strategies in the beauty market.
For an in-depth look into the beauty market trends, download the full Global Beauty 2024 report
by RetailX
Comments