Aroma economic after covid-19 JO MALONE

We often hear about the "lipstick effect", known as the "low-price product preference trend", which refers to consumers who, to satisfy their consumer desires, in an economic downturn, instead of buying relatively cheap goods other than houses and family cars, to obtain psychological comfort and satisfaction, which also makes the sales of lipsticks show a straight upward trend. Along with the trend of repeated epidemics around the world, similar "effects" seem to be prominent in perfumes.

It is surprised that the sales of the perfume during the covid-19 shew an upward trend, which can summarize as “aroma economic”.one of the reasons is that get the emotional comfortable stands the first for the majority people, especially for the female. Meanwhile, the purchase mode after the covid-19 had a huge changeset, people prefer to own a kind of unique aroma online. Among online sales channels, live broadcast channels are favored by consumers due to their immersive experience and personalized recommendations.

Brand -JO MALONE

Market -China (as a example)

Sale channel -Live

Live Data-

Product analysis

This is one of the live broadcasts for JO MALONE sale in china, it is easy to see during the covid-19, there exists a new digital format to sell perfumes. Go digital is playing a much more essential role in nowadays, company invites superstars to sell products. The customer base has changed from a single perfume lover to a fan-effect purchaser. Stars bring goods on e-commerce platforms, which greatly boosted JO MALONE sales during the epidemic.

During the epidemic, many real economies closed, and perfume stores had to close their doors during special periods. Expensive rental fees and employee salaries initially posed a huge challenge for JO MALONE perfume. The characteristics of e-commerce platforms that go beyond space, freely choose time, and low cost have been effectively reflected during the epidemic.

So it is not difficult to see that during the epidemic, JO MALONE still showed an overall growth rate in the Chinese market.

Because Chinese cannot go out to shopping in the offline market for security while enter a broadcast platform to purchase perfume becomes a good choice. Not only conformed to the trend of the epidemic, but even people can also afford products with a better discount according to the selling timeline.

by Yi Shan

30/11/2021