Like 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. While sales declined in 2020, the rate was not as steep as for other luxury goods categories in the country as consumers largely maintained spending on skin care products driven by trends in pampering and self-care.
Super premium fragrances will bounce back in 2021 after 2020 saw strong decreases in usage. This was because consumers spent more time at home due to lockdowns and public safety measures, limiting the need to worry about their scent when at work or when socialising.
Store-based retailing will remain the vastly dominant distribution channel for super premium beauty and personal care in 2021, with over three quarters of sales made through mixed retailers. This comprises multi-brand stores, including the luxury department stores Holt Renfrew, Saks Fifth Avenue, and Nordstrom, as well as the mid-tier retailer Hudson’s Bay.
Owing to the general resilience of beauty and personal care, the super premium beauty and personal care category is expected recover during the early forecast period as consumers re-engage in beauty routines. This will be driven by the return to pre-COVID-19 habits, social activities, and the workplace.
Super premium colour cosmetics is not expected to recover as strongly as other beauty categories in the forecast period. An aging population using less colour cosmetics, the ongoing popularity of the “natural look”, and a pivot to maintaining good skin rather than covering it up with make-up are expected remain key trends, reducing growth prospects for super premium colour cosmetics.
As an example of the growing importance of sustainability in beauty, luxury retailer Nordstrom recently launched its BEAUTYCYCLE program in Canada. The program aims to take back and recycle 100 tonnes of beauty packaging by 2025 and encourages customers bring in their hair care, cosmetics, skin care, and samples packaging to any Nordstrom Canada location.
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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.
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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