Value sales of colour cosmetics declined by a significant 23% in 2020, being one of the area’s most negatively impacted by the COVID-19 virus in Guatemala. With restrictions put in place across the country, many consumers were forced to remain at home for long periods of time, limiting the occasions and need to wear colour cosmetics.
The main distribution channel for colour cosmetics, direct selling, saw heightened growth in 2020. This was due to this channel offering a way to order without coming in contact with consumers, while other non-essential businesses such as department stores also closed, removing competition.
In response to the outbreak of COVID-19 in 2020, the major companies offered higher discounts and kit-based products, appealing to the rise of price-sensitive consumers during the year. With eye products recording the weakest declines, direct-Sellers like Cyzone, dedicated around 20% of its catalogue to eye products, responding to the switch in consumers trends.
The recovery for colour cosmetics will be challenging compared to some other areas, with many consumers in 2021 continuing to work from home, which lowers the need for make-up. In addition, across the early forecast period, the use of the face mask will continue, and this will reduce the ongoing need for the use of lipstick and other facial products like foundations.
With direct sellers forced to explore different strategies to maintain consumers' attention, such as utilising social media to promote their products during the lockdown, and rely on staying in contact with customers through WhatsApp, the direct selling landscape in Guatemala is likely to gradually change going forward with some consumers increasingly understanding and appreciating the convenience of studying online catalogues, which they have been exposed to during the pandemic. As such, more players will continue to upgrade to digital catalogues while others improve on the ones they currently offer.
Colour cosmetics will continue to appeal to a large consumer base in Guatemala, with those who wish to keep up with international trends keen to add new products for their personal collections. Therefore, colour cosmetics brands seen in Guatemala will respond to international fashion trends over the forecast period, with new product launches and formula improvements seen.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Colour Cosmetics research and analysis database.
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