Although colour cosmetics saw current value growth in 2020 (due to the spiralling inflation in the country), in the category saw volume sales significantly decline. The dramatic decrease in volume growth rate was largely because of home seclusion, which led to a lack of social contact and discouraged consumers from using make-up.
Facial make-up registered the best performance in 2021 followed by eye make-up as the relaxation of pandemic restrictions led consumers to pay more attention to their appearance. Even if consumers are working from home, the rise of virtual meeting is also playing an important role in sales recovery in 2021 as many women want to look good in these video calls.
Direct sellers continue to lead the distribution landscape of colour cosmetics in Argentina despite the several problems companies are facing because of imports restrictions and the end of the Emergency Familiar Income. The latter was a government aid programme designed to help households financially during the pandemic.
COVID-19’s exacerbation of Argentina’s economic crisis is expected to have a marked negative impact on the performance of colour cosmetics in the early part of the forecast period, despite the staged relaxation of restrictions to control the spread of the pandemic. However, the product area is expected to return to growth in the latter part of the forecast period, as social conditions return to normal.
Over the forecast period, e-commerce has the opportunity to build on the increased consumer familiarity as many customers became more familiar with the channel during the closure of non-essential physical stores whilst the country was in lockdown. Whilst e-commerce continued growing in 2021 it was at a lower growth rate than seen within the whole category as consumers flocked back to stores where they can see and potentially test sample products in-person.
Due to precautionary measures put in place during the pandemic concerning the trying on of colour cosmetics in physical stores, companies in beauty and personal care developed virtual try on tools that allow prospective customers to try make up virtually online. The major company L’Oréal was pioneer of this, in 2019 launching a website that allowed consumers to virtually test colour cosmetics on their face by uploading a photo of themselves.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.See All of Our Definitions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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