Skin Care in Canada

PRE-COVID-19 PERFORMANCE

Steady gains for the category as more Canadians invest in their skin health

Skin care continued to post respectable value sales growth in 2019, driven by an ageing population looking for solutions to maintaining healthy skin. Sales were also buoyed by younger consumers seeking preventative measures to delay the visual effects of ageing, the expansion of product availability through online channels, and growing awareness of skin health and ageing well.

L’Oréal shimmers while e-commerce is growing rapidly

L’Oréal Canada continued to lead skin care in value terms in 2019, thanks to its extensive brand portfolio, wide distribution through both digital and bricks-and-mortar channels, and social media outreach. L’Oréal is a key influencer in beauty and personal care and has been successful in responding to changing consumer needs.

No disguising the growth opportunities in face masks

Although still a niche category, face masks remained on its accelerated growth trajectory in 2019 as brands and retailers expanded the product selection to meet consumer demand. Face masks are becoming a cornerstone of many consumers’ skin care routines, offering a solution for multiple skin concerns such as dry or ageing skin.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of skin care are now expected to grow by 0% in 2020 in 2019 constant value terms, in light of the impact of COVID-19. This compares with a 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Hand care, especially mass hand care, has received a boost from consumers washing their hands more frequently in 2020, as they seek to keep COVID-19 at bay. This extra washing has taken its toll on the skin, giving rise to demand for soothing and moisturising hand care solutions.

Recovery and opportunities

The health and wellness trend has seen Canadians more active in looking after their skin, which means that volume demand overall will be resilient throughout 2020 despite the impact of COVID-19. Most consumers would rather trade down from premium to mass variants rather than stop buying skin care products.

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