Massage Oil, Hair Dye, and Kitchen Aid Mixers: How Online Shoppers Escape Boredom During Covid-19

Our online shoppers are finding new ways to escape boredom, and what they click on tells it all: over the past 4 weeks, we’ve seen increase in clicks for specific categories, driven by customer’s new interest in self-care and diy activities. Here are the categories we’ve spotted so far:

  • Haircare: with hair salons closed as a result of Covid-19 restrictions, people are taking it upon themselves to not only cut, but also dye, style and treat their hair. The result? We’ve seen a growth in clicks for hair colouring products (+54.7% clicks over past the 4 weeks), hair brushes & styling tools (+51.2% clicks over the past 2 weeks) and hair masks (+27.6% over the past 2 weeks). The most popular hair mask? The very hyped Original Hair Mask from Orofluido.
  • Wellness: since spas and beauty studios are currently shut down, out of necessity (and for the sake of entertainment) online shoppers have taken all beauty & wellness matters into their own hands. We’ve reported a growth in clicks for razors (+35.4% clicks over the past 4 weeks), massage oils & tools (+92.8% clicks over the past 4 weeks), and body scrubs (+165.2% clicks over the past week). Top scrubs include Rituals’ Happy Buddha Energising Scrub, Pixi’s Rose Body Polish and Aesop’s Redemption Scrub.
  • Kitchen Appliances: baking is a crowd favourite when it comes to kill time, so no wonder we’ve seen a +42.9% increase in clicks on kitchen appliances over the past 2 weeks. Quite unsurprisingly, the iconic Kitchen Aid Stand Mixer in various models and shades ranks as one of our most popular items.

This report is based on Stylight’s internal data collected from our 12 million monthly users across all our international platforms. Click development data was collected as of CW15. Top products are ranked by clicks and selected from 04.01.20 to 04.13.20. 

written by:

Clara Del Genio

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