Most women want beauty products for Valentine's Day - report

By

Sandra Halliday

Published
Feb 12, 2021

Forget the lingerie, diamonds chocolates and flowers. Most women want cosmetic products for Valentine’s Day. New data from Bazaarvoice’s Influenster shows as many as 70% of women would prefer to receive such beauty products from their loved one this year. That easily beats flowers or jewellery (64% each) and chocolates (57%).

Given that 60% would also like fragrance, it means beauty is a key focus of Valentine’s wishlists this year. But spa treatments aren’t very high on those lists as women are favouring physical products rather than experiences (45% vs 35%). That's perhaps understandable given that those experiences would have to be deferred due to lockdown.

And only 20% of women would prefer a sentimental gift such as a scrapbook, card or DIY presents for Valentine’s 2021, reversing a trend towards such gifts. 

Ed Hill, SVP EMEA at Bazaarvoice, said the health and beauty category “has become increasingly popular throughout the pandemic, with many people investing in self-care routines. Work-from-home and stay-at-home lifestyles have also led to an increase in subscription services, with beauty delivery boxes such as Glossybox and Birchbox some of the most popular among consumers”.

So where are people looking for gift inspiration? Instagram. At least, that’s the most popular choice for younger shoppers to discover products, while retailer websites are where older consumers seek inspiration.