With border closures severely impacting super premium beauty and personal care in 2020, due to a lack of tourists, retailers and brand owners invested significantly in experiential marketing, both online and in-store, to engage with local consumers. During most of the second half of 2020 and the first half of 2021, retailers invested in better in-store experiences as restrictions from the first major lockdown were lifted.
Beauty brands are looking to strengthen emotional connections with their audience by leveraging digital marketing. With competition in social media channels predominantly visual, beauty retailers, brands and lifestyle publishers that focus on the beauty and wellness space have been innovating by shifting to other mediums, such as podcasts.
The consequences of natural disasters in 2020, including bush fires and flooding, combined with the impact of COVID-19, accentuated Australians’ environmental concerns. According to Euromonitor International’s Voice of the Consumer Survey: Lifestyles 2020, 47% of Australians reported that that they try to have a positive impact on the environment through their everyday actions.
Australia continues to offer opportunities to beauty brands, despite the small size of the population and the challenges imposed by the closure of international borders and other COVID-19-related restrictions. In fact, new brands were launched from 2020, including Charlotte Tilbury and Gucci Beauty.
With consumers becoming better educated on the impact of their beauty purchases on the environment, greater demand for more environmentally-friendly packaging is anticipated. Also, interest in companies that are investing back in people, either in the broader community or their employees, is anticipated to continue to gain relevance in the next five years in Australia.
A newly redefined channel mix and retail landscape is likely to be observed, with shifts persisting into the forecast period. Pre-COVID-19 trends towards direct-to-consumer, e-commerce and experience more are expected to accelerate, with immersive flagships, shoppable media platforms and virtual pop-up stores becoming more important.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Australia 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.
If you're in the Super Premium Beauty and Personal Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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