Despite the super premium beauty and personal care industry being in a stronger position than other luxury goods categories, the category was negatively impacted by the pandemic as all non-essential stores were closed for six weeks from mid-March 2020 as Australia entered a lockdown to curb the spread of COVID-19. Moreover, many consumers rather purchased essential products or shifted to mass beauty products during store closures.
Despite the decrease in demand for super premium beauty and personal care products in 2020, many consumers continued using products in this category to treat themselves and to use for pampering during lockdown. In addition, luxury companies marketed their products as being stay-at-home essentials for self-care.
Beauty retailers such as Adore Beauty and MECCA responded to the COVID-19 pandemic by engaging customers through innovative digital solutions. For example, MECCA uses MECCA Live to provide private consultations to customers ranging from 15 to 120 minutes on various topics such as their skin type, makeovers, make-up lessons, etc.
The super premium beauty and personal care category is expected to recover to 2019 levels by 2022 with healthy constant retail value growth over the entire forecast period. Indeed, super premium skin care will remain largely resilient and is much better positioned to weather the storm and is forecast to rebound by the end of 2021 as it has benefited from a strong alignment with health and associations with overall wellness as an ultimate expression of beauty.
Customer engagement will remain key over the forecast period and become more important as virtual consultations becomes the norm. Furthermore, e-commerce is expected to continue growing over the forecast period as customers are becoming used to shopping online.
In addition, user reviews will become essential with content created by customers. For example, MECCA encouraged its customers to vote for the best products in beauty and has a tab on its website with all the products for customers to look at.
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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.
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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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