Colour cosmetics saw strong current value growth in 2021 as the threat of COVID-19 subsided and the Dutch resumed some socialising, but total current value sales remained well below pre-pandemic levels. However, it was not the full recovery many players in colour cosmetics were hoping for in 2021 as Dutch society opened up slowly.
The use of facial coverings continued to have an impact on colour cosmetics in 2021, with consumers putting more emphasis on eyes and brows and comparatively less emphasis on lips and mouth. The trend towards ‘statement brows’ on social media further fuelled demand for eye make-up, making it one of the fastest-growth categories in 2021 in current value terms.
The shift towards e-commerce distribution in colour cosmetics continued in 2021 caused in part by lockdown measures. In January and February store-based retailers such as perfumeries and department stores remained closed for long periods of time due to lockdown restrictions imposed by the Dutch government.
After a harsh period of decline, the outlook for colour cosmetics is very promising over the forecast period witnessing double-digit value growth in 2022 as the category resumes pre-pandemic value sales levels. As the COVID-19 situation comes under full control and social activity recovers fully, Dutch consumers will replenish their colour cosmetics, taking advantage of social occasions to treat themselves.
Although COVID-19 is likely to be under control over the forecast period and consumers will return to their normal routines, some of the habits from the pandemic will remain. Mask wearing for instance will become more prevalent than it was before COVID-19.
During the forecast period distribution through perfumeries and department stores will make a further recovery, although a major chunk of total distribution will shift to e-commerce. Online retailers are growing in popularity as more consumers order online with greater frequency.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Netherlands 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 Netherlands, 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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