Retail current value sales in super premium beauty and personal care were directly negatively impacted by the national lockdown imposed in France from March 2020. During the period of national lockdown, which lasted for eight weeks in the whole country and longer in Paris, consumers spent more time at home as they saw their movement restricted.
COVID-19 had a particularly negative impact on categories of products which are considered less essential, such as super premium colour cosmetics and super premium fragrances. These two product areas were the worst hit in super premium beauty and personal care in 2020, suffering much more drastic losses than the leading product area, super premium skin care.
Brands in super premium beauty and personal care suffered declining retail current value sales following the closure of so-called ‘distribution selective’ outlets, which are specialised super premium retail outlets such as Sephora, Nocibé, and Marionnaud. These outlets were closed during the period of national lockdown, and many remained closed after the end of the national lockdown due to a lack of inbound tourists which severely hampered sales.
In the past, super premium beauty and personal care products have managed to recover from periods of financial difficulty, such as the 2009 recession, thanks to the so-called ‘lipstick effect’. This is where consumers seek luxury goods, such as lipstick, as an indulgent treat in times of crisis.
In the review period, a trend was already established towards natural products in super premium beauty and personal care. The growing presence of “deconsumerism” in France will continue to threaten the growth of super premium beauty and personal care in the forecast period as consumers become more aware of the repercussions of their consumption and also opt for more natural products.
In the forecast period, brands are expected to continue to move towards omnichannel approaches – a shift that was accelerated by the effects of the COVID-19 pandemic. The closure of many retail outlets during the COVID-19 national lockdown led many companies to shift towards e-commerce options, developing other less formal sales processes.
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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 report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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