Super premium beauty and personal care suffered a notable current value decline in 2020 due to COVID-19, although the fall in sales was not as strong as in other personal luxury goods categories, and a return to growth was seen in 2021. Sales did not return to the level seen in 2019, but the category is on a very good path to achieve this in the near future.
Super premium fragrances was the only category within super premium beauty and personal care to continue to record a current value decline in 2021, due to continued working or studying from home. The decline in value sales was less drastic than in 2020, when lockdowns and home seclusion severely impacted the category; however, it still recorded a low single-digit decline.
Super premium beauty and personal care remained a fairly consolidated competitive landscape in 2020. However, second-placed L'Oréal continued to gain value share with its well-known luxury skin care brands such as Lancôme, Helena Rubinstein and SkinCeuticals.
During 2020, luxury colour cosmetics registered a steep double-digit current value decline. Along with the lack of events, business meetings and obligation to wear a mask, the demand for such products, especially lip products, decreased significantly.
Super premium skin care and super premium colour cosmetics are expected to recover more quickly in the forecast period than super premium fragrances. This will be due to the lasting presence of the COVID-19 pandemic, as well as lingering social distancing measures.
Players in super premium beauty and personal care will continue to invest in incorporating e-commerce and omnichannel retailing into their global strategies in order to improve the consumer experience. This will result in a greater online presence and a purchasing experience that includes both offline and online elements.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Germany 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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