Despite the fact that affluent consumers who tend to purchase premium beauty and personal care were less likely to have been impacted financially by the pandemic, the segment recorded a notable decline in value sales in 2020 and the slight upturn in performance in 2021 was nowhere near sufficient to return sales to pre-pandemic levels. The dramatic fall in premium beauty and personal care sales in 2020 was mainly a result of declining demand for products deemed to be non-essential whilst consumers were confined to their homes during lockdown, and unable to socialise or travel.
E-commerce has gained a significantly more prominent role in beauty and personal care during the COVID-19 crisis. Premium brands have a more complicated relationship with online retailing than mass market brands, as they seek to maintain an image of exclusivity in which the in-store experience has a strong role to play.
Estée Lauder Cos Inc remained the only player to hold a double-digit value share in premium beauty and personal care in 2021, with the company’s brand portfolio including the overall market-leader, Clinique, as well as Mac and Estée Lauder, which both featured in the top four. The company is particularly strong in premium skin care through its brands, Clinique and Estée Lauder, which both recorded positive value growth in 2021.
Normalisation is expected in terms of purchasing behaviour for premium beauty and personal care categories in the early part of the forecast period. Consumers returning to the workplace and socialising outside of the home environment are likely to display greater demand for products such as premium colour cosmetics and premium fragrances.
E-commerce is set to play a growing role in the premium beauty and personal care segment over the forecast period. The markedly changed conditions seen during the COVID-19 crisis served to dramatically expand the consumer base for e-commerce while also encouraging established online shoppers to use the channel more frequently and for a wider range of products.
The home-bound lifestyles and lack of in-person social interaction characteristic of the COVID-19 crisis, as well as the increased emphasis on personal health and wellbeing, helped to increase the time and attention many consumers devoted to personal care routines with an eye on the longer-term. This supported demand for skin care products and provided a platform for raising consumer awareness of and knowledge about skin care.
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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 DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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