Premium Beauty and Personal Care in Canada

PROSPECTS

Premium segment expected to benefit from a favourable macro environment

Premium beauty and personal care in Canada continued to record healthy growth in 2017, with sales supported by the improving economy. A positive economic outlook and a rising number of affluent residents and tourists will further benefit the category over the forecast period.

Premium sets/kits offer strong potential for growth

Premium sets/kits are expected to perform well over the forecast period, driven by strong seasonal sales. Premium sets/kits are commonly available in department stores and beauty specialist retailers.

A healthy outlook for premium colour cosmetics

Premium colour cosmetics remained a dynamic category in 2017, benefiting from frequent new product launches to generate excitement among consumers. As average unit prices are relatively accessible to mass consumers, impulse purchases are very common in premium colour cosmetics, especially when it comes to eye shadow and lipstick.

COMPETITIVE LANDSCAPE

Personalisation resonates with consumers

In addition to product quality, effective marketing with a personal touch continued to be an important strategy for brand owners competing in premium beauty and personal care. Multi-cultural strategies have been adopted to optimise performance in Canada.

Premium players increase their focus on science and technology

Premium players are increasingly investing in research and development as they seek to launch more science-based formulations to better compete in the marketplace. Consumers in Canada are becoming more knowledgeable about beauty and personal care products and are capable of recognising marketing gimmicks.

L'Oréal continues to lead the premium segment

L'Oréal continued to lead premium beauty and personal care in 2017 thanks to a strong portfolio of high-end brands, for example Lancôme, Urban Decay, Yves Saint Laurent and IT Cosmetics. To enhance its relationship with customers, personalised digital services have become one of L'Oréal’s priorities in the premium segment.

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