Skin Care in Saudi Arabia

PRE-COVID-19 PERFORMANCE

Rising demand for dermocosmetics as online channels become more influential

One of the most important trends in skin care in Saudi Arabia towards the end of the review period was the increasing consumer interest in dermocosmetics. The rising interest in these products can be attributed mainly to increasing consumer awareness of them and their advantages.

Beiersdorf’s globally popular mass brand Nivea continues to lead sales in skin care

At the end of the review period, Nivea remained the leading brand in skin care. Beiersdorf’s popular mass brand continues to lead sales due its extensive range of products, the widespread availably of the brand across all of the most important distribution channels and the brand’s participation in promotional campaigns.

Beauty specialist retailers continues to lead the distribution of skin care

Beauty specialist retailers remains the leading distribution channel for skin care in Saudi Arabia. Among the leading retail brands operating in this channel are Sephora, Wojooh, Paris Gallery, Vavavoom, Laure Boutique and Beauti, as well as new entrant Armani Beauty, which opened its first stores in the country in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow marginally in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with the expected marginally positive growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Among the skin care categories to benefit the most from rising demand as a result of COVID-19 are facial cleansing wipes, facial cleansers and liquid/cream/gel/bar cleansers. These products are seen as important for sanitising the skin among those who have no choice but to venture outside during the pandemic.

Recovery and opportunities

Skin care is set to continue recording positive growth over the forecast period, with new launches and the emergence of innovative new products set to continue spurring demand. Saudi Arabians are well-known for their strong interest in novel products that offer genuine and lasting effects, with the leading premium skin care brands set to continue catering to this demand.

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