COVID-19 had a negative impact on sales of mass beauty and personal care and the category saw decelerated sales growth in 2020. Despite no government recommended lockdown or social distancing measures, many consumers chose home seclusion and avoided trips outside their home as much as possible in order to protect themselves and their families from the virus.
Leading players, such as L'Oréal Groupe and Oriflame Cosmetics IOOO, maintained their ranks in Belarus’ mass beauty and personal care category thanks to active advertising, with the former using television and the internet and the latter social media. These players limited their unit price growth in order to make their products more attractive to those of their competitors.
During 2019 and 2020, the leading player L’Oréal gained significant value share due to a combination of active promotions, advertisements and new product development. However, this share gain was to the detriment of other competitors.
Overall value sales growth rates at constant 2020 prices of beauty and personal care are expected to see some degree of normalisation from 2021 onwards. However, many Belarusians are likely to continue feeling the impact of reduced disposable incomes in the short term as a result of COVID-19 pandemic.
The COVID-19 pandemic’s aftermath from a lack of travel, home seclusions, and social distancing is expected to be minimised from 2021 as an increasing number of people get vaccinated for the disease. Furthermore, consumers’ growing attention to hygiene standards and many Belarusians’ health consciousness as a result of COVID-19 is likely to affect sales of mass beauty and personal care products in the short and medium term.
The lack of lockdowns and obligatory mask wearing in public places encouraged consumers to return to brick-and-mortar stores during the latter half of 2020. This is expected to rejuvenate mass beauty and personal care volume sales during the forecast period.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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