Very has expanded its range of beauty and self-care brands by 94% since the start of the pandemic in response to the growing demand for wellbeing products. Since January 2020, the online retail company said it has added 77 new beauty and personal care brands to its portfolio, taking the category total to 159. This could signal the appointment of a new media planning/buying and digital specialist as the online retailer has also announced plans to transform the technology behind its e-commerce platform to “significantly improve customer experience”.
Demand for products that help Very customers look and feel their best has also expanded beyond beauty. Last Christmas, Very’s wearable technology sales grew by 30% compared to the corresponding period in 2019, prior to the pre-pandemic. Very plans to launch further high-profile brands over the coming months to offer its 3.8 million customers self-care and wellbeing offers online.
The group’s trading director Victoria Aldrich said: “Self-care isn’t going anywhere, which is why we’re in discussions to bring even more leading and pioneering brands to Very to help our customers feel fantastic whatever this year brings.”
In the last 8 years, the group has never spent less than £15m on advertising across all channels. Spend usually plummet in Q1 before rising in Q2 and Q3 and spiking for the retailer’s Christmas campaigns. With so many new products launching this year, Very’s annual budget will be at an all-time high.