Demand for colour cosmetics collapsed in the first half of 2020, as a result of the pandemic. The main reason for this was the need for self-isolation, reduced social interaction and more consumers working, where possible from home.
The pandemic has also shaped sales in unexpected ways. Products that are used on parts of the face that are invisible under a mask, in particular lipsticks and lip glosses have seen the sharpest fall in sales in 2020.
E-commerce sales of colour cosmetics have seen a sharp increase in share of distribution in 2020, driven by the sporadic closure of non-essential retail outlets, and in particular shopping centres. Even when restrictions on movement and retail were relaxed, many consumers remained in isolation at home, either because they were reluctant to return to physical outlets for fear for infection or because working from home limited sales of all but the most essential products.
Colour cosmetics are set to return to positive growth in 2021, although spending levels in constant value terms are not anticipated to return to pre-pandemic levels until 2022. The reopening of the Polish economy, and the relaxation of restrictions on movement and socialising will be the main drivers of growth, with workers returning to pre-crisis consumption and use patterns.
Younger consumers will remain the strongest growth driver of colour cosmetics over the forecast period. These consumers are adopting a more intense beauty regime at a younger age, heavily influenced by social media and celebrity culture.
Colour cosmetics in Poland is set to see price polarisation, at least in the short term. The crisis has had a severe economic impact on most consumers, and although the country is set to see a better-than-expected recovery, price sensitivity for the majority of the population has sharpened.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Poland 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 Poland, 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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