Premium Beauty and Personal Care in Dominican Republic

PRE-COVID-19 PERFORMANCE

Strong brand loyalty amongst high-income segment, and an expanding consumer base

A high-income segment of the population of the Dominican Republic is not particularly concerned about price in beauty and personal care purchasing decisions, which supported high levels of brand loyalty in the premium segment at the end of the review period. Once high-income consumers had become comfortable with a premium brand they tended to purchase further products from that brand’s range.

Increasing demand for natural and hypoallergenic products

The premium segment saw the trend towards natural products exert a growing influence across a range of beauty and personal care categories at the end of the review period. As consumers became more concerned about the potentially harmful effect of artificial chemicals on human health and the environment they increasingly looked for products containing natural and organic ingredients.

Dermocosmetics benefits from extended distribution

By the end of the review period, dermocosmetics brands, including Avene, Sesderma, and La Rochay Posay, had extended their distribution beyond health and beauty specialists to supermarkets and hypermarkets, such as Tienda La Sirena. Nonetheless, pharmacies and parapharmacies remained primary channels for premium products, supported by the fact that products were often purchased on the advice of dermatologists.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are expected to fall by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This represents a significantly poorer performance than the 2019 constant value CAGR of 3% seen over 2014-2019.

Affected products within premium beauty and personal care

Most areas of premium beauty and personal care are expected to experience an adverse impact from the effect of measures to limit the spread of COVID-19 on consumer purchasing power and social activity in 2020. Premium fragrances and colour cosmetics are set to be hardest hit, as the number of key usage occasions have been dramatically reduced by home seclusion and the closure of leisure locations such as bars and restaurants.

Recovery and opportunities

Most premium beauty and personal care categories are expected to return to positive growth in 2021. The return to normal social activity and the revival of inbound tourism are set to drive growth in several categories, and to have a particularly marked effect on the performance of premium colour cosmetics, fragrances, and sun care.

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