In 2021, COVID-19 continued to boost demand for premium beauty and personal care as consumer expenditure on traditional indulgences such as outbound travel and restaurants remained limited. Demand for everyday luxuries including premium beauty and personal care was not as strong as in 2020, but remained robust.
Most of the hottest trends and developments in beauty and personal care have occurred in the premium segment tapping into consumers’ emphasis on self-care and health. Norwegian consumers are relatively price insensitive and willing to trade up to new and unique brands that offer superior benefits.
Home beauty treatments remained popular in 2021 as visits to hair salons, skin clinics and other beauty treatment salons remained limited. Professional skin care clinics continue to register strong demand for laser treatments, botox, fillers, peptides and more.
The premium segment is expected to see a decline in value growth in 2022, after the pandemic highs of 2020 and 2021. As outbound travel resumes, duty free and border trade is expected to regain some of its lost sales, curbing premium value sales.
While well-known premium brands such as Biotherm, Clarins and Clinique, registered a strong performance in 2020 and 2021, new and emerging brands that offer something unique will be among the strongest performers. The heavy emphasis now placed on e-commerce since the pandemic will bolster demand for these niche brands.
Everyday beauty and personal care products, such as bath and shower, deodorants and even hair care, have not experienced the same level of premiumisation as skin care, fragrances or colour cosmetics. Many consumers are largely unwilling to pay a premium for everyday staple products.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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