Similar to fine wines/champagne and spirits and premium and luxury cars, super premium beauty and personal care remained fairly resilient to the impact of COVID-19 in Canada in 2020. While sales declined, the rate was not as steep as for other categories of luxury goods in the country.
Super premium colour cosmetics and fragrances sales declined more significantly, by comparison to super premium skin care, performing worst among all types of super premium beauty and personal care in Canada in 2020 as consumers were staying at home more and using cosmetics and fragrances less during the lockdown period. Working from home or staying at home because of job loss and the diminished opportunity to attend social events or go out to restaurants and bars/nightclubs due to concerns over COVID-19 all reduced the demand for cosmetics and fragrances in 2020.
Store-based retailing remained the dominant distribution channel in 2020, with the majority of sales made through mixed retailers which comprises multi-brand stores, including luxury department store Holt Renfrew, Saks Fifth Avenue and Nordstrom, as well as mid-tier retailer Hudson’s Bay. Customers still prefer to visit stores to browse and explore products and obtain advice and guidance from sales assistants.
Owing to the general resilience of beauty and personal care, the super premium segment is expected to rebound rapidly in 2021 and reach pre-COVID-19 volume and current value levels in 2022, when it will normalise to its usual steady growth rates over the rest of the forecast period. Because of heightened consumer awareness of health and safety, shoppers’ concerns over in-store shopping in the COVID-19 era will continue even as the pandemic recedes, especially with product sampling being a common part of deciding which products or brands to purchase.
Super premium skin care is expected to recover more quickly than super premium colour cosmetics and fragrances in the forecast period, in part due to the amplified consumer attention being to health and wellness because of COVID-19. DIY luxury at-home treatments are likely to increase in popularity as consumers switch from salon facial and body treatments amid concerns over social contact.
E-commerce witnessed a relatively muted gain in 2020 but is expected to make strides within super premium beauty and personal care in the forecast period. The channel grew during the March-May 2020 lockdown period in Canada, and brands and retailers have implemented technologies to enhance the online buying experience.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Canada 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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