THE ANNUAL JOHN LEWIS RETAIL REPORT PAINTS A PICTURE OF BRITAIN’S BEST LOVED BEAUTY BUYS AND SHOWS HOW SHOPPERS ACROSS THE UK HAVE DEVELOPED AN INCREASINGLY SOPHISTICATED APPROACH TO SKINCARE AND MAKEUP.

This year, shoppers have developed a progressively sophisticated approach to skincare and makeup, with sales of must have items and affordable luxuries seeing significant year on year growth;

• The get glow – tinted moisturiser sales grew by a glowing 224%, and while the weather was unpredictable, Brits turned to bronzer to get a faux glow with sales +114% year on year
• Lip service – a perfect pout became an essential part of the daily beauty routine with lipstick sales +99% and lipliners +69%
• All about the eyes – eyeliner sales grew by 103% and sales of mascara saw a 63% increase
• Nailed it – perfectly polished fingers and toes were also key, with nail polish sales up 65%
• Across the nation, premium perfume also performed strongly with artisan perfumeries leading the way, and distinctive scents and perfume houses such as CREED and Maison Francis Kurkdijan proving popular

As a nation, beauty essentials over the last year have differed greatly up and down the country;

• Edinburgh nailed it with dark statement nails on-trend. Scotland’s capital saw sales of black nail polish increase by 74%.
• Newcastle got straight to the point ensuring every day was a good hair day, purchasing more GHD hair straighteners than most other parts of the UK.
• There was never a hairy moment in Manchester as Mancuinians tackled unwanted hair growth, buying more Philips Lumea Hair laser removal than any other part of the country.
• It was all out glam in Birmingham, with 38% of all sales of glitter lashes coming from the city.
• Liverpool ignored the bad weather and took it upon themselves to get bronzed. The St Tropez mousse was a particular favourite with a 6% lift in year on year sales.
• Customers in Welwyn were all about a healthy complexion with high sales of beauty cleansing brushes giving smoother, softer skin.
• Bluewater shoppers were blown away by the Dyson Supersonic hair dryer buying more than any other store outside of London.
• Perfume was the preference in Cardiff, CREED Aventus and Chanel in particular, with 32% of all fragrance sales made up of these two brands.
• High Wycombe went for a futuristic make up look. Outside of London they had the strongest sales of MAC’s Star Trek range – purple lipstick proving the most popular.
• Londoners spread avocado on their face as well as their toast, with sales of avocado beauty products, including Kiehl’s Creamy Eye Treatment, at their highest in the Capital.
• Southamptoners sought a natural approach to beauty. Organic beauty was a hit with strong sales of Liz Earle Cleanse and Polish.

Ed Connolly, John Lewis buying director for fashion and beauty, said; “Customers understand that caring for their skin from the inside and out is the foundation of any beauty routine and a diverse range of products now form part of that daily beauty ritual.  We’ve most definitely moved away from the traditional ‘cleanse, tone and moisturise’, with the introduction of high end oils, nights oils, eye cream, and hard-working make-up products.

“As one of our best performing categories, we now offer more beauty and skincare brands than ever, and we’re investing £9m across a number of our beauty halls to ensure customers have even more choice as we introduce a range of new and contemporary brands.”

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