The pandemic has led to drastic loss of value for colour cosmetics in Germany, with the category experiencing double-digit declines in 2020. Home seclusion, less time spent in the workplace or at school, and limited socialising reduced the need and desire to wear cosmetics.
A switch to at-home routines amongst consumers due to the closure of beauty salons resulted in increased demand for nail products in 2020. Nails were not impacted by the wearing of protective face masks, and therefore represented an area for consumers to still display their personal style in addition to offering an area of pampering, with classic and simple nail polish designs dominating.
The temporary closure of bricks-and-mortar specialist retailers accelerated the rise of e-commerce within colour cosmetics in 2020. Health and beauty specialist retailers such as Douglas and Pieper registered declines in value sales in their physical stores.
Due to the strong progress of Germany’s vaccination programme in 2021, a degree of returning to socialising and office life is likely to have a positive impact on demand for colour cosmetics, with this expected to be witnessed towards the end of the year. However, colour cosmetics is unlikely to see a straightforward return to pre-pandemic demand patterns unlike some beauty and personal care categories in Germany.
Lip products registered steep double-digit declines in 2020 due to the lack of events and business meetings, in addition to mask-wearing requirements. While the cosmetic regimes of some consumers are likely to change in the longer-term, lip products was already experiencing less dynamic growth rates towards the end of the review period due to changing fashion trends.
As manufacturers attempt to recoup losses due to the pandemic-driven slump, the early part of the forecast period is likely to feature various product innovations within colour cosmetics, including an emphasis on ingredients: products that are more natural in terms of formulation, sensitive skin-friendly options including addressing issues such as proneness to acne, antibacterial properties, and sun protection. Going forward, the focus on innovation in areas such as long-lasting lip products and transfer-resistant foundation, which reduce the likelihood of smudging or change in texture even when exposed to humidity, are also expected to witness high demand.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Germany 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 Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Colour Cosmetics research and analysis database.
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