After the double-digits decline of the category in 2020, players expected a strong recovery for sales of super premium beauty and personal care in 2021. Although the category will post small growth in 2021, the major recovery will not really appear.
Social interactions remained limited in 2021 thanks to home seclusion measures during most of the first half of 2021 and continued working from home practices. This meant that consumers had little need to maintain appearances in front of others and thus used super premium beauty and personal care products less.
Players in super premium beauty and personal care mostly saw declines in 2020 as lockdown measures and reduced demand from consumers hampered sales. One of the only progressive brands was Aesop from Natura & Co which benefited from its natural hygiene and sensual enjoyment claims.
Sales of super premium beauty and personal care are likely to enjoy a strong recovery in 2022 provided there are no other lockdowns and major restrictions. However, will not reach pre-pandemic sales in this year as the category remains strongly dependent upon the return of inbound tourists (mainly from North America and Asia) as well as domestic tourists visiting Paris.
Over the next few years, it is expected that consumers will increasingly seek authenticity, naturalness, and transparency from the beauty companies they buy from. Consumers want to believe that companies care about the environment and sustainability and are increasingly choosing to buy from those that support this rather than implementing changes for the sake of securing sales (greenwashing).
The COVID-19 pandemic has shown the unpredictability of the landscape conditions and the value of having a variety of products in a variety of different categories and channels to sustain sales. Therefore, diversification of luxury brands will continue over the forecast period, following the notable entry of Hermès in colour cosmetics with its refillable lipstick in 2020.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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