Mass Beauty and Personal Care in the US

PRE-COVID-19 PERFORMANCE

E-commerce experiences strong growth as brands aim for an omnichannel presence

E-commerce continued its growing relevance in mass beauty and personal care in 2019 as more consumers in the US shifted their purchases online. With the convenience of delivery, more options and greater communication from brands, consumers can make more informed decisions and seek out particular products that best suit their needs.

Acquisition activity remains strong in mass beauty and personal care; mass segment continues to bolster men’s grooming

Within the mass beauty and personal care space in 2019, acquisitions continued to play a key role in the strategy of larger players, building upon their portfolio of brands as well as capturing the newfound demand that emerging players are amassing. Conglomerates such as SC Johnson, Colgate-Palmolive, Procter & Gamble and elf made significant investments in developing brands across categories, including Sun Bum, Hello, Billie and W3ll People, respectively, where each is capitalising on the latest trends in beauty and personal care.

Sustainability remains a key initiative in mass beauty

Like the efforts made by many consumer packaged goods industries, beauty and personal care players are gradually improving sustainability efforts to reduce waste and emissions. With a staggering amount of plastic packaging that is not recycled and ends up in landfill, pressure is developing from consumers and regulators alike for brands in beauty and personal care to make adjustments and innovate.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to stagnate in 2020 at constant 2019 prices in light of the impact of COVID-19. While sales will undoubtedly be influenced by the lockdowns, non-essential store closures, foodservice shutdowns and travel restrictions implemented to halt the spread of COVID-19, many of the mass products will continue to be available in grocery retailers and drugstores, which will remain open, and, bar some stockpiling in the early days of the pandemic, should see similar performances to those expected in the most recent forecasts.

Affected products within mass beauty and personal care

A number of colour cosmetics products are suffering in 2020 as a result of the home seclusion of such a large segment of the population. A survey conducted in April 2020 found that 90% of women working remotely were not wearing any make-up.

Recovery and opportunities

With many areas in mass beauty and personal care experiencing a challenging year in 2020, resulting in stagnation in value growth at constant 2019 prices for the year, growth is expected to begin picking up in 2021, moving into positive territory and then seeing growth rates gradually edging upwards over the remainder of the forecast period. Many products are regarded as affordable daily essentials, with demand either likely to be maintained over 2020 or to swiftly rebound thereafter.

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