Skin Care in Denmark

PRE-COVID-19 PERFORMANCE

Facial care continues to drive solid growth in skin care in 2019

Value sales of skin care products increased in 2019 in line with the growth trend observed during the most recent years of the review period. Indeed, in 2019 Danish consumers continued to focus on maintaining a youthful and healthy appearance and good skin care played an important role in helping them achieve this.

K-beauty and J-beauty trends continue to emerge in Denmark in 2019

Following international beauty and personal care trends, growing demand for K-beauty and J-beauty ranges—popular new beauty and personal care products from South Korea and Japan, respectively—recently began to emerge in Denmark. While J-beauty has tended to focus more on cosmetics products from brands such as Shiseido, K-beauty has instead emphasised skin care products, and consumer awareness of the benefits of these innovative skin care solutions continued to grow significantly in 2019.

L'Oréal Danmark retains commanding lead in skin care in 2019

L'Oréal Danmark, the leader throughout the review period with popular brands Biotherm, Lancôme, L'Oréal Dermo-Expertise and L'Oréal Paris, retained the top spot in skin care in 2019 with a solid lead over second-ranked Estée Lauder Cosmetics A/S and its popular Clinique brand. Meanwhile, the value share of third-ranked Beiersdorf A/S and its Nivea brand declined slightly in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

While the degree of impact will vary in 2020, most product areas within skin care are projected to see declines in retail volume and value at constant 2019 prices. Facial care is expected to feel the impact to a bit of a lesser degree than body care, but some product areas within facial care will nevertheless see sharp sales declines.

Recovery and opportunities

Value sales at constant 2019 prices are expected to bounce back in 2021 and then normalise throughout the remainder of the forecast period. Demand for skin care is likely to rebound as the lockdown and other restrictions are eased and as consumers spend more time away from home working, socialising or otherwise participating in other out-of-home activities.

Files are delivered directly into your account within a few minutes of purchase.