Skin care saw mixed results from the event of COVID-19 in 2020, thus resulting in negligible value growth and small volume growth. Whilst the pandemic interrupted beauty and grooming routines, giving way to a more laissez faire attitude in some instances, it also boosted consumption of certain products at the same time.
While the skin care category as a whole was challenged by the temporary closure of perfumeries, department stores and drugstores, the event of the pandemic has particularly impacted the traditional distribution channels for dermocosmetics. Brick-and-mortar pharmacies have been impacted by both lockdowns and sanitary health measures (social distancing, the use of screens, etc), thus making it more difficult to offer displays, campaigns and, more importantly, skin care consultation and product trials.
Beiersdorf NV SA maintained its lead in skin care in company terms in 2020, with a fair lead on its closest competitor L'Oréal Belgilux SA. In brand terms, however, Yves Rocher (Yves Rocher Benelux NV SA) pips Beiersdorf’s Nivea products to the top place.
The event of COVID-19 has highlighted the need for players in skin care to develop their communication methods and widen their distribution channels. Specifically, moving forward, we can expect more brands to revisit their e-commerce distribution strategies, by improving their digital services and engaging with e-retailers.
It is expected that mass facemasks will remain popular, as they offer a quick, easy and affordable “home spa” style experience (facemask, bath, scented candles and soothing music), along with helping soothe skin which may have become irritated by the wearing of face coverings.
The trend for natural ingredients and sustainable packaging is expected to continue and grow over the forecast period, further benefitting brands such as Vichy (L'Oréal Belgilux SA) and Avène (Pierre Fabre Benelux SA) – both of whom have been seen to adapt their strategies to enhance their digital offerings. Mass skin care products are also likely to invest in strengthening their portfolios with more sophisticated, natural products over the forecast period; thus to compete with premium-style offerings whilst offering a more affordable price tag to price-sensitive consumers.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Skin Care research and analysis database.
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