Dump, Discount, Or DESTROY?

As the beauty industry goes all out during the festive season, we unpack the fate of unsold holiday-themed products and the growing concerns of overconsumption

- KONIKA DATTA

Every beauty brand and retailer waits for the festive season with bated breath. After all, this is when the industry makes its maximum profits. In the UK alone, 69 per cent of consumers buy prestige BPC (beauty and personal care) products as Christmas gifts, according to global market intelligence agency, Mintel. Most, if not all brands, drop their Christmas collections just before the season begins, which range from advent calendars and limited-edition products to holiday-themed gift sets. In India, the Christmas holiday-gifting trend has picked up over the years, thanks to the improved accessibility of appealing beauty kits. As per Google trends, the most-searched-for advent calendars in India include the ones from Tira Beauty, Sephora, and Charlotte Tilbury.

However, as appealing as the gifting season is, we can't ignore one underlying concern – overproduction and overconsumption of these products. It often gets sidelined with all the excitement in the air, making us wonder: What happens to the unsold stock of holiday-themed products post-season? How can beauty brands and retailers control overproduction and inventory overload?

BUSINESS OF BEAUTY