As many retail stores had to close due to the COVID-19 pandemic, alternative channels grew significantly during 2020 and remained highly relevant in 2021 as they allowed brands to stay closer to consumers. With home seclusion continuing during the first semester in Argentina, many brands have invested in Artificial Intelligence (AI) such as chatbots or improved websites to offer a more personalised shopping experience.
As home seclusion was the normality for over a year and a half in Argentina, consumers had more time to care for themselves by developing, or strengthening, personal care routines. To treat themselves in the difficult circumstances or even to make the most of the quarantine period, many Argentinians turned to super premium beauty products such as skin care to look and feel better.
Due to strict COVID-19 sanitary restrictions in Argentina, where the quarantine period was one of the longest in the world, sales of discretionary beauty products such as colour cosmetics and fragrances dropped significantly as social occasions were practically non-existent in the country. With the easing of the sanitary restrictions due to the strong vaccination rate growth, consumers have quickly returned to purchasing make-up and fragrances in 2021.
As e-commerce boomed in both 2020 and 2021, omnichannel strategies are expected to remain crucial for brands’ performance in the forecast period. To remain competitive and relevant, companies will need to strengthen their digital engagement as consumers have already adopted web- and app-based interaction for shopping and researching products prior to making purchases.
As part of the online boom, social selling (or social shopping) has increased as a great solution for brands to remain competitive and relevant to consumers. This format connects consumers with a personal shopper who is able to offer help and advice via a “livestream”.
Environmental consciousness has grown rapidly during the pandemic in Argentina as consumers are increasingly aware of the impact of our consumption on the planet. Ingredients, packaging and traceability will therefore be key for brands to demonstrate their commitment to sustainability going forward.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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