Super premium beauty and personal care witnessed dynamic double-digit current value growth in 2020, which demonstrated the category’s strong resilience against COVID-19. However, growth was lower than in previous years due to the pandemic, and the category is expected to return to a stronger rate of increase in 2021.
Consumers’ attitudes towards health and wellness have largely been impacted by COVID-19, which brought the “self-care” concept to new heights. With a long period of mask-wearing, consumers have shifted their attention from colour cosmetics to other products that allow them to express themselves and create self-pampering moments, amongst which fragrance stands out with remarkable growth.
E-commerce has been an increasingly important channel for super premium beauty and personal care in China, and demonstrated a particularly strong performance back in 2020, when COVID-19 led to a national lockdown. In 2021, online expansion is still one of the core strategies for luxury beauty companies to boost their sales and engage with a broader consumer group, such as those in low-tier cities.
COVID-19 has impacted consumers’ views on health and beauty and promoted awareness of “beauty from within”. That is, Chinese consumers are not only looking for a healthy outer appearance, but for a combination of physical beauty and good mental health.
Besides department stores and brand-owned specialist stores, multi-brand beauty collection stores is also an important and rising popular channel for super premium beauty and personal care. These stores usually cover a wide range of prestige brands in different categories, such as skin care, colour cosmetics, fragrances and personal care.
Skin care was the most resilient category against the impact of COVID-19 in 2020, as it is more relevant to self-care and healthy living. In the longer term, skin care will continue to be the focal point for prestige beauty players, while consumers’ demands when it comes to skin care are becoming increasingly sophisticated.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in China 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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