In year-on-year terms, 2020 represented the first year in which mass skin care outperformed premium skin care since 2010, with mass products seeing value growth, while premium products were in decline. Mass continued to outperform premium skin care in 2021, with consumer spending remaining somewhat dampened, as well as a slow return to in-store retailing benefiting mass through a one-stop-shop approach during supermarket or drugstore/parapharmacy shopping trips.
While historically, premium colour cosmetics brands outperformed mass brands in the UK, more consumers opted for mass in 2020, a trend that continued in 2021. Drugstore/parapharmacy chain Boots relaunched its mass-positioned 17 brand, previously discontinued in 2018, aiming to offer good-quality yet affordable products, while L’Oréal saw an increase in sales thanks to the good performance of its mass brands Maybelline New York and L’Oréal Paris, as consumers in the UK continued to trade down to cheaper alternatives.
Mass fragrances particularly appeal to price-sensitive consumers, especially in times of economic crisis. However, what had allowed the category to slightly outperform premium fragrances in 2020, namely distribution channels such as supermarkets and hypermarkets, came to an end in 2021, when non-essential retail stores reopened.
Mass skin care is set to see a slowdown in growth over the forecast period, as demand for premium skin care returns, and as masstige players such as The Inkey List turn their attention to other growth categories, such as hair care. Competition with colour cosmetics will further limit growth in the category, as consumers look for hybrid products amidst a shift to slim down their routines, with the likes of Avon launching its Anew Revival Serum Lipstick in 2021, which contains AHAs to retexturise the lips.
Sales of mass colour cosmetics are projected to continue to see growth over the forecast period; however, the category is not projected to recover to the pre-pandemic level of value sales until after 2026. As working from home has become more common, make-up habits will be impacted for the long-term, with fewer usage occasions.
Mass fragrances is expected to continue to see declining current value sales in the forecast period, for three main reasons. First, with consumers becoming savvier with regard to the beauty industry, mass fragrances increasingly suffer from the perception they are poor quality, artificial, and harmful to the skin.
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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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