Mass Beauty and Personal Care in France

PRE-COVID-19 PERFORMANCE

Continued decline, but the move towards organic could change this

In 2019, mass beauty and personal care continued to decline overall and across all categories, with the rate of decline similar to that seen in the previous two years. Women are wearing less make-up, as their beauty routines have become quicker and simpler, whilst males are shaving less as the beard craze continues.

More consumers look for safer products in specialist retailers and online

The mass beauty and personal care distribution landscape is evolving. The category’s leading distribution channels, supermarkets and hypermarkets, are losing share despite the arrival on shelves of a new generation of greener and safer beauty and personal care products.

The move towards organic and natural products maintains decline for the leaders

Gemey Maybelline Garnier and former leader L'Oréal remained the leading players in mass beauty and personal care in value terms in 2019. They both have wide product portfolios across beauty and personal care and were the only players to hold double-digit value shares in 2019.

2020 AND BEYOND

COVID-19 impact

Mass beauty and personal care is expected to see a 2% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. Although some stockpiling of necessities was seen early in the pandemic, consumers soon realised that products remained available on shelves, and they are expected to use up their stocks and return to more normal purchasing behaviour.

Affected products within mass beauty and personal care

Although overall mass beauty and personal care is expected to see a value decline in 2020, COVID-19 is expected to have different impacts across categories. The categories expected to see the best performances are those which contain hygiene essentials, which are the focus of most consumers during the pandemic.

Recovery and opportunities

The impact of COVID-19 on the demand for mass beauty and personal care products overall is expected to be limited to 2020, with a return to current value growth in 2021 and a rising rate of growth throughout the forecast period. The forecast period is also expected to see a better current value performance than that seen in the review period.

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