Black Friday is not only a key moment for the end consumer, but also a strategic challenge for the distribution and logistics sector, especially in the beauty and personal care products business. Brands must anticipate peaks in demand, optimise their supply chain and ensure fast deliveries without compromising the customer experience. Below, we analyse how logistics becomes a differentiating factor during this campaign and what strategies are setting trends in the sector.
Planning and preparation for peak demand on Black Friday
During the Black Friday campaign, the supply chain is put under strain: accelerated procurement, reinforced warehouse management, packaging and final distribution with a much higher volume than usual. In the logistics sector, unprecedented peaks in shipments are expected, which will require increasing shifts, optimising routes and ensuring extra capacity. For example, it is estimated that millions of shipments will be handled during the campaign and that a large part of the recruitment of new profiles will be for logistics and transport.
For companies such as Trending Corporate, where we distribute brands related to the cosmetics sector, this phase not only requires volume, but also operational quality: ensuring that products arrive on time and in good condition, correctly packaged, with sufficient stock and returns managed.
Technology, last-mile logistics and innovation in the e-commerce channel
The second phase of beauty logistics services during Black Friday focuses on the end customer experience: fast deliveries, in optimal conditions and with easy returns. Last-mile logistics becomes a key factor: more shipments, more routes, greater operational pressure. Companies are making efforts to strengthen operations and expand warehouse capacity to absorb peaks.
For a company like Trending Corporate, which operates as an official partner/distributor in Europe for beauty, cosmetics and perfume brands, it is essential to have scalable logistics platforms, traceability systems, optimised packaging and efficient return channels.
Sustainability and brand experience in mass campaigns
The third major pillar is the human and sustainable impact of the campaign. During this period, the logistics sector not only increases shifts, but also generates numerous contracts related to transport, warehousing and delivery.
But beyond employment, sustainability is emerging as a key trend. Green logistics — route optimisation, recyclable packaging, carbon footprint reduction — is being integrated by many operators as part of their brand value.
For the beauty and personal care product distribution and logistics sector, Black Friday is both an opportunity and a challenge. The key is to anticipate demand, optimise the supply chain, innovate in deliveries and put the customer at the centre. If you are distributing cosmetics, make-up, hair care or nutricosmetics, now is the time to ensure that your logistics are fine-tuned, your network is ready and your approach is aligned with market expectations.
With well-managed logistics, the sales peak can become a springboard to a successful Christmas season, without compromising on quality, sustainability or brand experience.