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The sale of personal care products have soared at Shoprite and Checkers supermarkets in recent weeks, indicating that South Africans are not letting the lockdown stop them from looking after themselves.
As hair and beauty salons remain closed under level 4 of the national lockdown, this trend is set to continue.
There has been a sharp increase in demand for ethnic hair care, especially extensions, relaxers, conditioners and other treatments. Hair colour products have also gained significant popularity.
The increase is not only because salons are closed. Many people now have more time to do their hair at home and many hair care processes take a considerable amount of time.
Customers that normally bought groceries and household items at Shoprite and Checkers, and then went elsewhere for conditioner or hair colour are likely also trying to do their entire shop at one store. This may account for some of the sales increases.
There could also be some evidence of the “lipstick effect”, where consumers tend to spend more on small indulgences during a time of economic stress.
In cosmetics, nail polish purchases have increased dramatically while face creams, cleansers and skin refreshers dominate the skincare category. Shaving products, specifically men’s disposables, are also growing strongly.
Shoprite and Checkers will continue to serve customers to the best of their ability in accordance with the level 4 lockdown regulations.