Halloween was once seen as a holiday for children to celebrate and dress
up in their ‘scariest’ fancy dress attire. It appears the UK
has jumped onto the US bandwagon with Halloween becoming a close runner
up to the biggest party occasion of the year. It has now become a multi-million
pound industry in the UK that is celebrated in nearly every household, whether
it’s carving a pumpkin or redecorating the house with ghoulish props.
In more recent years 31st October has become a firm fixture on the beauty calendar for Brits, male and female, to go a little crazy, glam themselves up and try something different to achieve the ghoulish glam look. 2016 has seen Superdrug have its biggest ever year for Halloween cosmetics sales with sales of lashes, lipstick and nail polish competing with those sold in the run up to the Christmas period.
Superdrug is getting ready for its biggest ever Halloween as the nation’s port of call for lashes, spooky make-up and special effects makeup.
With less than a week to go the retailer has already seen sales of Halloween special effect cosmetics rise by 40 per cent week on week with sales to double by Saturday, 29th October. In just two weeks it has sold nearly 50,000 special effects products including liquid latex, fake blood and ghost powders and 300 packets of fake blood every hour. Darker shades of lipsticks, including MUA black lipstick are up 187 per cent compared to this time last week and darker shades of nail polishes have seen an 81 per cent increase compared to this time last week.
Another top seller has been Collection black liquid eyeliner which has seen 60 products every hour fly off the shelves as customers seek to get a dramatic flick.
No woman needs an excuse for false lashes at any time of the year but Halloween is a period when they can go all out and opt for the dramatic styles without being judged. Superdrug has already seen sales of false lashes rise by 30 per cent week on week and predicts this to triple by the end of this week and overtake false lash sales at Christmas by 14 per cent.
Simon Comins, Commercial Director at Superdrug said, “This year Halloween falls on a Monday night meaning that Halloween parties will be taking place from Thursday onwards. This year we launched Halloween special effects makeup as well as the usual products such as black lipstick and black nail polish and it’s proved to be a huge success. Halloween has become one of the biggest seasonal periods in the UK and this is the first time we’ve ever seen sales of lashes overtake sales at Christmas as customers of all ages go that extra mile.”
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