Premium Beauty and Personal Care in Canada

PRE-COVID-19 PERFORMANCE

Consumer migration to skin care accelerated by loyalty programmes

Premium skin care continued to post healthy sales growth in 2019, particularly in anti-agers thanks to rising demand from Canada’s increasing number of elderly people. Pursuit of the natural look also encouraged younger consumers to invest more in premium skin care, notably premium face masks, with benefits such as skin-plumping and hydration increasingly valued.

L’Oréal worth its lead, while e-commerce is increasingly influential

L'Oréal Canada continued to lead premium beauty and personal care in value terms in 2019, thanks to its strong portfolio of premium brands, including Lancôme, Biotherm and Matrix, as well as its fast-growing premium pharma brands, including Vichy and La Roche-Posay. L'Oréal`s brands are continually innovating and bolstering the company’s success.

Some rational purchasing behaviour observed in 2019

The rising cost of living amid sluggish real GDP growth in 2019 made some consumers evaluate their purchases and allocate their disposable income more carefully. As a result, smaller packaging sizes for premium colour cosmetics were trending as consumers gravitated to skin care, reducing their cosmetics usage and requiring less product for their routines.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of premium beauty and personal care are expected to decline slightly in 2019 constant value terms in light of the impact of COVID-19.

Affected products within premium beauty and personal care

Home seclusion arising from the lockdown has diminished demand for most premium beauty and personal care categories in 2020, though the effect on the year as a whole is only expected to be slight. Colour cosmetics and deodorants have been hindered by the lack of away-from-home social interactions that prompt purchases of such products.

Recovery and opportunities

Although overall growth is still projected for 2020, the economic impact of COVID-19 is likely to keep taking its toll on consumers who have experienced job losses as a result of the lockdown. This will mean many will continue to trade down to mass beauty and personal care over 2020.

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