Skin Care in Singapore

PRE-COVID-19 PERFORMANCE

Increasing popularity of skin care sets/kits

Skin care sets/kits recorded strong growth in 2019, boosted by players’ activities. Ksisters launched a pop-up café at Tangs in 2019 to allow consumers to find out which multistep skin care routine they most need.

After natural skin care comes “clean” skin care

While natural skin care has already been an increasingly visible trend in recent times, clean skin care is now experiencing an increase in interest, driven by cult brands like Drunk Elephant, which promise the use of no ingredients harmful to the skin. Dermocosmetic skin care is another area of interest, with prominent advertising from brands like Medicube and La Roche-Posay, which are widely available at drugstores like Guardian and Watsons.

L’Oréal continues to lead skin care; Shiseido acquires Drunk Elephant

L’Oréal continued to lead skin care in value sales terms in 2019, ahead of Procter & Gamble and Estée Lauder Cosmetics. Leading global companies like L’Oréal, Procter & Gamble, Estée Lauder and Shiseido saw good performances for their luxury or premium brands.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by just over 5% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the figure of just under 5% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Hand care sales are being driven by the additional hand washing and sanitising that was one of the major recommendations for slowing the spread of COVID-19, helping to moisturise hands that have dried out from the conscientious washing/sanitising. Other products offering an element of preventive health were also performing well.

Recovery and opportunities

The annual value growth figures at constant 2019 prices for skin care over the forecast period will be roughly in line with those predicted during research conducted at the end of 2019 before the spread of COVID-19. Skin care will record healthy growth rates throughout the forecast period, helped by these products’ associations with overall health and wellness, as well as regular new product developments and the ongoing emergence of new trends, such as clean skin care.

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