Skin Care in Israel

PRE-COVID-19 PERFORMANCE

Growth is driven by dermocosmetic players in 2019, as consumers look for natural ingredients and products to firm skin

The dermocosmetics landscape was growing in 2019, driving growth in overall skin care, seeing further expansions due to consumers increased interest in ingredients, natural components, no parabens and healthy choices for skin. This clean beauty trend is followed by several brands, including Pixi, which is sold in Super-Pharm, and Simple.

In 2019, players were increasingly targeting younger consumers, launching lines specifically for younger skin

Players were targeting younger audiences in both skin care and colour cosmetics during 2019. They focused on raising awareness amongst younger consumers by emphasising the importance of skin care at an early age, and the importance of having well-nourished skin – with promotions aiming to encourage whole skin care routines.

L'Oréal Israel Ltd continues to lead in 2019, while e-commerce grows, with consumers more comfortable buying mass skin care goods online

L'Oréal Israel Ltd leads skin care in 2019, with a huge influence in mass skin care products. The attractive quality-price-ratio, high recognition and wide variety of goods in its portfolios, as well as various sales, boosted its popularity in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

The COVID-19 outbreak in Israel is not expected to impact sales in skin care significantly, however, growth is expected to be stifled, lower than what was predicted pre-COVID-19.

Recovery and opportunities

COVID-19 is expected to result in a lower growth recorded for 2020, than what was predicted pre-COVID-19. However, several areas in skin care are set to remain resilient, due to consumers reliance on the goods.

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