Mass Beauty and Personal Care in Argentina

PRE-COVID-19 PERFORMANCE

Growing demand for multi-purpose products

The combination of a price-conscious environment and increasingly sophisticated demand led consumers to become increasingly interested in products offering two, three or even more benefits. Already common in categories such as mass skin care and mass hair care, this trend began to extend into areas such as mass colour cosmetics at the end of the review period.

E-commerce gains in prominence

E-commerce grew strongly in mass beauty and personal care towards the end of the review period, driven primarily by investment in the channel by major beauty specialist retailers such as Juleriaque and Pigmento, and drugstores/parapharmacies chains, such as Farmacity. Direct sellers also contributed to the growth in online sales, as players such as Lady Way invested in the development of online platforms.

New launches and growing competition from direct sellers

Unilever de Argentina remained the largest player in mass beauty and personal care in 2019, though it saw its share of category value fall during the year, maintaining a trend of share decline that persisted throughout the review period. The leader faced intensified competition at the end of the review period, with several brands launching relatively high-end products despite the challenging economic environment.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to fall by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares with a -1% 2019 constant value CAGR for the 2014-2019 review period.

Affected products within mass beauty and personal care

Mass facial cleansing wipes is set to see the strongest performance in mass beauty and personal care in 2020 as the desire to prevent the spread of COVID-19 leads to consumer demand for affordable products to help with cleaning and sanitising bodies and other surfaces, especially while away-from-home. Increased consumer hygiene-consciousness as a result of the pandemic is also expected to boost sales in mass bath and shower, particularly in liquid soap, as regular hand washing is a key feature of public health messages aimed at curbing the spread of the disease.

Recovery and opportunities

Sales of mass beauty and personal care are expected to continue to fall in 2019 constant value terms in 2021, though at a slower rate than in 2020, as economic conditions remain extremely challenging and continue to focus consumer spending on essential items. Overall beauty and personal care is set to return to growth in 2022, with most categories seeing a positive performance.

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