The rise in interest in all things Halloween can’t have escaped many people’s notice. The latest figures from Mintel forecast Halloween spending to rise by 5% to £420m from £400m in 2017 (up from £310 million in 2016).
Research shows that one in seven consumers (15%) spent money on getting the perfect ghoulish look last year. The cosmetics industry has been swift to recognise the opportunity and has been working creatively to expand this growing market.
“There has been an increase in events and Halloween dedicated stores this year, as well as increased focus on more high value items such as make-up and fashion.“
Chana Baram, Retail Analyst
Alison Barham, our Retails Insights Manager has been taking a look at some of the Halloween inspired events and products across the sector.
Poundland tapped into consumers’ love affair with a Villains Halloween collection featuring some of Disney’s most loved anti-heroes. Products included a new false eyelash range featuring Cruella de Vil, Ursula, The Evil Queen & Maleficent.
Nivea opened ‘BOO-Tique’, an immersive beauty pop-up to celebrate the launch of NIVEA’s MicellAIR Professional Cleansing range. Timed to coincide with Halloween, the interactive event opened with a high-profile celebrity party and ran for three days. Visitors were treated to a Halloween makeover by the brand’s professional make-up artists. Other interactive experiences included pro-cleansing consultation stations, ghostly GIF booths and shimmering social mirror walls. Those uploading images to Instagram were given free goodie bags and entered into a draw to win pro makeup brushes and a year’s supply of NIVEA Cleansing products.
Lush launched a Halloween collection with more than ten seasonal products, including a Sparkly Pumpkin Bubble Bar, an Eyeball Bath Bomb that turns bath water a shade of rosy red, and a Black Cat Bubble Bar.
The line also included a ghoulish soap which glowed in the dark, a slime-coloured soap called Ectoplasm and a Jelly Bomb adorned in white ghosts designed to “ooze” purple jelly containing skin- softening seaweed when placed in the water.
Superdrug, Barry M, Mua Makeup Academy and Kylie Jenner also unveiled limited edition Halloween-themed collections.
The stores were also full of temporary fixtures and displays with brands such as Rimmel, Wet n Wild and Revolution standing out from the crowd.
Japanese cosmetics company Shiseido unveiled an advertising campaign targeted at Halloween consumers, named ‘The Party Bus’. The three and a half-minute commercial showcased a wide range of theatrical looks and delivered the message that ‘make-up becomes bravery’. The LGBT-focused advert boasted a host of famous faces including dancer and model Yuki ‘ENDo’ Endo, Japanese-Filipino model Rina Fukushi and Korean-Russian actress Elena An.
The ad is being lauded for pushing an under-represented group into the mainstream and has already clocked up over 6 million views on YouTube.
It will be some time before we have access to the figures, but in our opinion it will come as no surprise if Mintel’s forecast for 2018 Halloween expenditure is exceeded.
Photo courtesy of Christopher Appleton