The impact of COVID-19 varied across mass beauty and personal care categories in 2020. Overall, mass beauty and personal care was not only negatively affected by the curfew imposed in the country, but also by the rise of the dollar exchange rate.
Mass beauty and personal care benefited from the fact that it was not heavily reliant on specialist stores that were affected by the closure of non-essential retail outlets during lockdown. Modern grocery retailers and channels such as chemists/pharmacies, which play a key role in the distribution of mass products, remained open under lockdown, meaning that mass beauty and personal care’s distribution was not as impacted as that of the premium segment.
In light of the pandemic, some consumers turned to social commerce (people offering products through Facebook or WhatsApp) to complete mass beauty and personal care purchases. In 2020, more people bought through informal channels, where brands do not pay taxes because they use cash.
Mass beauty and personal care is set to return to positive current value growth in 2021 with value sales levels returning to what was seen pre-pandemic. However, it may take longer to reach pre-pandemic volume levels since the most valuable retail sales price (RSP) categories suffered the most with the pandemic, fragrances and colour cosmetics, and will take the longest to recover because of the lack of social interaction.
In the forecast period, mass beauty and personal care brands will need to focus on connecting with Millennial and Generation Z consumers. These consumer groups are hyper-connected and prefer digital content, so more brands will engage with them on social media platforms, possibly through the use of influencers as well.
Due to the opening of diplomatic relations between the Chinese and Dominican governments, more Chinese brands are set to enter mass beauty and personal care in the forecast period. Before, Chinese brands were only seen in small stores in the Dominican Chinatown.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Dominican Republic with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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