Skin Care in Norway

PRE-COVID-19 PERFORMANCE

Premiumisation and minimalist Scandi-Beauty styles drive trends

Premiumisation trends continued in skin care in Norway in 2019, with consumers increasingly desiring unique and niche brands and products. In 2019, a new trend was seen for S-Beauty, or Scandi-Beauty, which highlights a clean and simple, “less is more” look, which reflects Scandinavian design and styles in general.

Pharmacy brands continue to rise in popularity, thanks to eco-friendly positioning

Pharmacy brands, such as Cosmica (from ACO Hud Norge AS) and Cerave, along with mainstream brands which draw inspiration from the pharmacy channel by highlighting transparency and minimalism in their ingredients and packaging, also registered positive growth in 2019. Examples of mainstream brands in this style include Aesop (from Aesop Norway AS), Le Labo, Kiehl’s, and The Ordinary.

L'Oréal Norge maintains top place thanks to extensive portfolio and constant innovation

L'Oréal Norge AS continued to lead in 2019. The global beauty giant has an extremely wide portfolio, which includes premium pharmacy brands such as La-Roche-Posay and Vichy, premium brands mainly found in beauty specialist retailers such as Biotherm and Lancôme, and widely-available mass brands, such as L’Oréal and Garnier.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

There is generally a lesser need for high standards of daily skin care when consumers are wearing less make-up and spending more time at home, as opposed to going to work every day and socialising. Therefore, skin care products become honed down to the essentials, as opposed to consumers using a wide range of products with different properties.

Recovery and opportunities

Impacts on skin care are expected to be short-term, with positive growth and premiumisation and Scandi-Beauty trends continuing over the forecast period, along with the popularity of the pharmacy channel. Therefore, opportunities for players to capitalise on these aspects continue strongly.

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