Premium Beauty and Personal Care in Austria

PRE-COVID-19 PERFORMANCE

Premium beauty and personal care continues growing, with natural products increasingly prominent

Growing demand in particular for high-quality products that offer something extra in terms of care, functionality (multi-functionality) or individuality was supporting the slightly faster current value growth than a year earlier as well as the more dynamic development of premium products than mass products in 2019. This trend was expected to carry on over the forecast period as more manufacturers are set to enhance their portfolios with a stronger focus on customisable beauty and personal care regimens, with key terms such as digital skin care analysis, digital environmental factor analysis, specially curated sets/regimens/programmes for certain skin types etc.

Estée Lauder and L’Oréal Österreich lead premium beauty and personal care

The international players Estée Lauder Cosmetics and L’Oréal Österreich continued to lead premium beauty and personal care in value terms in 2019, with Estée Lauder just having the slightly bigger share than its close competitor. Both companies, which profit from offering wide portfolios of premium brands with excellent reputations as high-quality beauty and personal care products, were able to strengthen their positions in 2019.

Beauty and specialist retailers leads distribution, but with e-commerce on the march

In Austria, beauty specialist retailers was the leading distribution channel in premium beauty and personal care at the end of the review period. The most popular beauty specialist retail chains are Douglas and Marionnaud.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are expected to decline by 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. As in mass beauty and personal care, premium products will also be negatively affected in 2020 by the lockdown and travel restrictions due to COVID-19, with consumers not feeling the need to use certain products if they are not leaving their homes.

Affected products within premium beauty and personal care

Colour cosmetics and fragrances will see declining value sales in 2020 at constant 2019 prices due to the stay-at-home mandate during the COVID-19 outbreak. Consumers will have felt less need to wear or use these products if they were not going out to work or had no social occasions.

Recovery and opportunities

Premium colour cosmetics and premium fragrances, after their sales declines in 2020, will return to positive growth in 2021 at constant 2019 prices, and continue to post positive growth over the rest of the forecast period.

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