Skin Care in Australia

PRE-COVID-19 PERFORMANCE

Growing emphasis on skin health and natural products

In line with rising health-consciousness, consumers in Australia increasingly focused on the health of their skin, and not simply the appearance, at the end of the review period. Consumers are no longer looking for products that solely help them to look younger, a fact which positively influenced sales of categories such as face masks, basic moisturisers and facial cleansers.

Local brands gain in popularity

Australian brands increased in prominence in skin care in 2019, with many leveraging their Australian heritage and their use of natural native ingredients. In many cases, local brands achieved cult-like amongst international customers on social media platforms.

L’Oréal uses events to promote technology and brands

L’Oréal Australia remained the largest player in skin care in 2019, with its strong position supported by an extensive brand portfolio including leading mass and premium brands. In 2019, the company continued to innovate and invest in marketing to support its portfolio.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are forecast to grow by 5% in 2020 in 2019 constant value terms in light of COVID-19. While research conducted late in 2019, prior to the spread of the disease, also produced a 5% growth rate when figures were rounded up, the new forecast rate is actually slightly faster.

Affected products within skin care

Demand for skin care products has increased under lockdown, with consumers shifting from make-up to skin care products as lifestyles become less publicly visible. Indeed, within skin care this has also helped to bolster the existing move in consumer emphasis from seeking a youthful appearance to cultivating skin health.

Recovery and opportunities

Skin care is expected to maintain strong growth over 2019-2024, as consumers pay growing attention to the health of their skin. Indeed, it is likely that home seclusion will help to reinforce this trend in the longer-term, as consumers have become increasingly familiar with skin care products that they have used in place of colour cosmetics.

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