Football, the royal wedding and Love Island: our favourite TV moments this year have driven beauty sales more than ever before.
The sky-high numbers on our beauty spending behaviour have been released today and, according to Worldpay, British consumers have spent a hefty £100 million on prettifying treatments.
While beauty and barber salons saw an increase of 6% compared to last year, it turns out that this was heavily influenced by the royal wedding spectacle, as well as the incredibly popular Love Island.
“It’s great to see that appetite for beauty remains strong, and that consumers are spending more on treatments in barber shops and beauty salons. The busy British summer seems to have enhanced this positive spending trend, with Love Island and the royal wedding both correlating with peaks in footfall,” said Steve Newton, Executive Vice President of Worldpay, UK and Europe.
And while Meghan’s ethereal wedding look, created by Dior beauty ambassador Daniel Martin, pumped up the spending by 7%, it was the season start of ITV’s match-making show that raised the bar by 7.3% in comparison to last year, with contenders like Megan Barton-Hanson having considerable influence in salon-transactions all over the country.
Companies like Treatwell kept track of changes in their service requests from the moment the 2018 Love Island cast infiltrated our living rooms. According to the brand’s report, eyelash extensions rocketed by 40%, topped by bikini waxes and pedicure bookings, which soared by 45% and 48% respectively.
However, it was not only female TV watchers that contributed to the £100 million spend – their male counterpart appears to have been just as prompted. While the numbers for a Love Island-smooth-chest grew by 30%, it was the men’s facial that boomed by 40%.
And this isn’t the only change in the the industry. While Northerners have held the beauty treatment pole-position over the last years, it is now people in Essex who have spent a startling 27% more on beautifying themselves, compared to last year, and easily knocked off the previous vanity-champion to second and third place.
“Now the summer sun is starting to die down, beauty businesses can still keep customers coming through the doors. Using social media to engage with customers, or improving online offerings for faster booking or payments can help to keep customers coming back,” said Newton. “In the beauty business, customer service is still king – those who get it right might just win the crown next year.”
Roll on summer 2019.