Skincare products were less affected by the COVID-19 crisis than other areas of beauty and personal care in 2020. The lack of social contact resulting from home seclusion and the shift to remote working had less of an impact than in categories such as colour cosmetics because skin care products have come to play a central role in consumers’ daily personal care regimens.
The COVID-19 crisis saw the increased frequency of hand washing and the use of alcohol-based hand sanitisers due to concerns about viral infection – practices recommended by public health messages and media stories – lead to a rise in skin problems on consumers’ hands. This, in turn, resulted in increased demand for skin care products such as hand cream.
The competitive landscape within skin care continued to become increasingly fragmented in 2020 as new players from other industries looked to develop a presence in the category. Several such new players entered the category immediately prior to the pandemic.
The number of inbound tourists to Japan is unlikely to rise significantly in the near future as the country experienced a second wave of COVID-19 infections and a second state of emergency was declared in 2021. Consequently, the premium skin care segment cannot expect a quick recovery to pre-COVID-19 levels of sales.
The trend towards dermocosmetics is expected to continue during the forecast period. For many consumers, the COVID-19 pandemic has brought health concerns to the fore, and this has accelerated the shift towards a focus on safety and protection in beauty and personal care solutions.
COVID-19 led to restrictions on social contact and personal communication in physical stores, such as customer service and product testing in department stores. This served to accelerate the development of leading brands’ efforts to engage with consumers online and realise capabilities such as non-contact skin diagnosis.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Skin Care
This report originates from Passport, our Skin Care research and analysis database.
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