Christmas in July: How the coronavirus pandemic will transform beauty's festive season

By Sarah Parsons 30-Jun-2020

The biggest event in the beauty calendar, Christmas in July, has been cancelled. But what does Covid-19 mean for this year’s festive season?

Chanel's 2019 Christmas campaign starring Lily-Rose Depp

Chanel's 2019 Christmas campaign starring Lily-Rose Depp

'Twas the night before Christmas (in July), and the British media were preparing for the annual tradition of sampling festive goods in the sweltering heat. But this year, of course, is different. The coronavirus pandemic has dulled the glow of the much-loved annual showcase and many retailers have cancelled their Christmas in July plans in light of social distancing measures.

Bricks-and-mortar businesses are reawakening after three months of hibernation, non-essential shops in England, including beauty retailers, were finally able to reopen on 15 June, and hairdressers from 4 July. But it is clear that Covid-19 will have a lasting impact on retail well beyond the end of lockdown and into the Christmas season.

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