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Asos has revealed it is set to expand its Face and Body category offerings as it hailed a surge in demand driven by social media which has seen its sales of cream blushes grow by over 600% in the last six months.
It comes after a survey of 2,000 UK adults conducted in December found that 69% of 20-somethings think it’s important to protect spending on cosmetics and toiletries even when times are tough.
As such it revealed makeup is Asos’ fastest-growing category the last six months, with one product sold every four seconds.
To respond to demand, Asos has added 18 new Face and Body brands in the last six months. By the end of May over 210 brands will be available following a series of new brand launches in April and May, including:
- Malin Goetz – Founded in New York, the brand is known for creating easy to use products, 47 of which will be available on Asos from next month including Skincare, Body Care, Haircare, Fragrance and Candles.
- Megababe – Megababe provides solutions to “inspire confidence” with problem solving products such as its best-selling Thigh Rescue and Rosy Pits deodorant, it is all about innovation. 15 products will be available on Asos from May.
- The Beauty Crop – a British brand creating products where skincare meets makeup. Asos will launch the brand worldwide with 27 product options.
Bernadette Sullivan, Face and Body director at Asos said: “Self-care is more important than ever for our 20-something customers, who we know want to protect their spending on Face + Body and fashion even when times are tough.
“That’s why we’re excited to be adding more leading brands to our platform as we continue to grow our Face and Body offer, so our customers know they can find everything they need at Asos for every moment in their life.”
Asos revealed it will also hit the road to highlight its expanding Face and Body range with experiential pop-ups visiting Liverpool, London, and Manchester.
