On March 5, the British business website The Moodie Davitt Report released images of an endless line of Asian customers waiting for the opening of a Hermès boutique in a Bangkok shopping center. Protective masks on the face, they wanted to be the first, despite the Covid-19 crisis, to get one of the twenty-four colors from the range of lipsticks fresh out of the saddler. "In Asia and China in particular, online sales of lipsticks increased sevenfold during confinement," says Diana Béraud, founder of MYA, a digital visibility consulting agency. Many wellness-related products have exploded on the Chinese e-commerce platform Alibaba: yoga mats, home sports video games, hair care kits, etc. ”
From there to invoke the "Lipstick Index", the theory that sales of lipsticks soar in times of crisis, there is only one step. Described in full period
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