Colour cosmetics was severely negatively impacted by the COVID-19 pandemic in 2020, recorded one of the most dramatic overall declines in retail value sales in beauty and personal care in Hong Kong. The heavy losses in colour cosmetics were partially due to the travel restrictions implemented during the COVID-19 pandemic which were in effect for much of 2020.
Eye make-up categories were less severely impacted by the negative effect of the COVID-19 pandemic in 2020, albeit still registering hefty losses. This is primarily due to the fact that eye make-up is still visible when users wear face masks.
Social media engagement and the development of social commerce was the most important marketing and sales strategy for brands in colour cosmetics in 2020 as consumers remained in home seclusion during the COVID-19 crisis. International brands such as Too Faced, Charlotte Tilbury and Benefit Cosmetics increased their social media activity considerably in 2020, joining the livestreaming trend to showcase their new products, including tutorials for using make-up with face masks, and the release of exclusive discount codes through these livestreaming events.
The lasting impact of the COVID-19 pandemic, and the continued threat of infection, is expected to slow the recovery of colour cosmetics over the forecast period, with retail current value sales not projected to reach 2019 sales within the forecast period. The COVID-19 pandemic has led to considerable economic uncertainty in Hong Kong, and consumers have also adjusted to the new normal of wearing face masks.
During the COVID-19 pandemic many consumers adopted a more basic approach to their make-up routines, focusing more on skin care and skin health than bold make-up styles. This trend is expected to continue over the forecast period and brands will respond by integrating skin care benefits into their products.
Over the forecast period more companies in colour cosmetics are expected to adopt an omnichannel approach to sales. This means that the e-commerce offering of product areas such as nail products will continue to increase over the forecast period.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Hong Kong, China 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 Hong Kong, China, 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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