Following the negative impact of home seclusion and strict lockdown measures in China, beauty and personal care has enjoyed a surge in sales growth, driven by demand for better skin health, products that enhance personal wellbeing, the rise of Chinese beauty, and the ineluctable momentum of e-commerce and new retail experiences.
Post-pandemic recovery in global beauty and personal care was led by skin care in 2021, with self-care and emotional wellness key to this growth. Digital engagement and beauty tech are now also essential considerations. However, inflation and the rising cost of goods casts is seeing heightened price sensitivity, spurring demand for multifunctional and affordable options in 2022 onward.
Demand for electric toothbrushes is rising in India, with consumers increasingly embracing electric toothbrushes due to their improving affordability and better functionality.
Beauty and personal care packaging remains resilient globally, driven by Asia. But as lifestyles evolve, packaging innovation will need to address changing consumer values, with wellness and sustainability key priorities.
Changing lifestyles and societal values are shaping what beauty now means to consumers. The Australian beauty and personal care market is a clear illustration of this, identifying trends and themes that business leaders need to understand in order to succeed.
Mask wearing in Germany - or the country's famously strict Maskenpflicht rules - is likely to end in the coming weeks, and consumers will be able to shop and dine maskless for the first time in over two years. Lipstick sales, and by extension many other facial care products, are expected to surge in its wake. The greatest opportunities, however, will be private label brands offering "accessible luxury" to consumers who are both excited to show off but are also sensitive to prices.
As cost of living concerns rise, value creation has become a defining feature of beauty in the UK, while digital engagement offers brands unique ways in which to connect with target consumers. Demand for sustainability remains high, with regulation leading change, while heightened awareness of mental wellbeing promotes products with ties to emotional wellness.