Super Premium Beauty and Personal Care in Canada

PROSPECTS

More-informed modern consumers pursue high-quality options

Super premium beauty and personal care recorded a steady current value performance in 2019. Consumers are more informed about and interested in ingredients and product formulations, leading them to seek out higher-end beauty solutions.

Luxury brands try to hit the right notes in super premium fragrances

Super premium fragrances is the category that generates the most value sales within super premium beauty and personal care. Luxury brands have expanded to fragrances not only because of their high margins and to diversify their product portfolios, but also because the relatively low price points of such products (even super premium fragrances) mean they are an accessible way for aspirational customers to engage with luxury brands, and fragrances also support their brand image.

The natural look is in

Super premium skin care is a strong category, driven by older consumers interested in maintaining healthy skin as they age as well as by younger consumers looking to skin care products for preventative solutions. Skin care products based on natural ingredients are not a recent innovation – La Prairie’s Skin Caviar line has been in the market for over 30 years – but health and wellness trends are making consumers more aware of and knowledgeable about ingredients than ever, and celebrities such as actress Jessica Alba have embraced natural ingredients.

COMPETITIVE LANDSCAPE

Coty sustains its super premium lead, while Chanel consolidates

Coty (Canada) Inc maintained its lead in super premium beauty and personal care in value terms in 2018. The company’s Luxury division focuses on prestige fragrances and skin care products.

Luxury department stores dominate although lower-cost channels gain traction

The mixed retailers channel generates the majority of sales in super premium beauty and personal care. It comprises multi-brand stores, including luxury department store Holt Renfrew, Saks Fifth Avenue and Nordstrom, and mid-tier retailer Hudson’s Bay.

Super premium fragrances proliferate

As fragrances support a brand’s image, numerous launches have been seen in recent years. In 2018, Gucci launched Gucci Bloom Acqua di Fiori, as well as Guilty Absolute Pour Femme, the female version of the previous year’s Gucci Guilty Absolute Pour Homme.

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