THE WHAT? The UK’s Halloween cosmetics sales jumped 36.5 percent between 2017 and 2018, according to a report published by Business Matters.
THE DETAILS Sales of cosmetics at this time last year were valued at £86 million, up from £63 million the previous year, says Business Matters, and the upwards trajectory is expected to continue into 2019 thanks to the growing popularity of Halloween.
“Halloween is one of the key trends that sees traffic to the site going through the roof,” confirmed Cosmetify Founder Matt Davies in an interview with Business Matters.
Several brands have debuted Halloween looks and even dedicated products – LVMH’s Dior posted an entire look, modelled by Bella Hadid, on its Instagram featuring ‘blood red’ Rouge Dior lipstick, and three Couleurs Tri (O)blique-limited edition shades.
THE WHY? Social media influencers have helped lift Halloween from a half-hearted hurrah into a full-blown fiesta in the UK.
“What used to be a holiday in the UK that, at most, involved some face paint and fancy dress, has evolved into a huge spending opportunity for Brits,” Davies told Business Matters. “We have seen a significant number of searches for Halloween make-up looks and inspiration, as well as brands such as Urban Decay and MAC launching their own content of limited-edition Halloween products.”