Skin Care in Uruguay

PRE-COVID-19 PERFORMANCE

Introduction of new innovative products helps to attract consumers

Compared with other beauty and personal care categories, consumers are very loyal to their favourite skin care brands. Therefore, despite the complex economic context, consumers did not change their favourite brands during 2019, although many are increasingly waiting for special discounts and promotions to buy skin care products in retailers.

Rising consumer health awareness boosts interest in natural products

Although consumers are becoming increasingly aware of the benefits of natural, organic and vegan products for the skin, this trend is underdeveloped compared with other countries in Latin America. This can partly be attributed to the fact that Natura is not present in Uruguay, with the company investing very strongly in marketing campaigns about the benefits of natural products in other countries.

Constant innovation and marketing key to success of global players

L’Oréal continues to lead skin care value sales in Uruguay due to the popularity of premium brands such as Vichy and La Roche-Posay. The company offers a wide portfolio of brands targeting consumers from different income groups.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to rise by 2% in 2020 in 2019 constant value terms. This is roughly in line with the forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Most skin care categories are expected to struggle during 2020. However, facial cleansing wipes will see demand boosted, with many people purchasing such products in order to sanitise their faces in the hope of preventing the spread of the virus, particularly while away-from-home.

Recovery and opportunities

As consumers begin to spend more time away-from-home once more as the lockdown eases, sales growth for skin care will begin to normalise. 2021 is expected to see fairly muted value growth at constant 2019 prices due to ongoing economic uncertainty, although annual growth will improve gradually.

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