Super premium beauty and personal care is largely sold through department stores and beauty specialist retailers in Mexico. Consumers of these products like to experience them first hand, and these outlets often provide clients with samples to try the products for suitability, as well as qualified consultants to help shoppers choose products which are suitable for their complexions, for example.
Social distancing and home seclusion discouraged the use of fragrances and colour cosmetics in 2020, with consumption of lip products particularly suffering as, even when venturing out, the use of face masks meant these products were regarded by many as superfluous, whilst women tended to use less colour cosmetics in general when staying at home.
Skin care routines are associated with being healthy and taking care of the body, and super premium skin care was the most dynamic category among super premium beauty and personal care in 2019. Despite also witnessing losses during the pandemic due to the closures of physical retail outlets and pressures on personal budgets, super premium skin care was the most resilient area in 2020.
Super premium beauty and personal care is expected to record double-digit constant retail value growth in 2021, followed by strong single-digit rates over the remainder of the forecast period. Even so, absolute value sales will not exceed pre-pandemic levels until 2023, such was the impact of the health crisis in 2020 on personal and household budgets.
An important driver of sales of super premium beauty and personal care products in Mexico has also been sampling in retail outlets, combined with qualified advice from sales consultants. These activities are likely to be severely curtailed for some time to come given the necessity of strict hygiene procedures in retail outlets.
Super premium fragrances remained the largest category in super premium beauty and personal care in 2020 despite the steep losses driven by the COVID-19 pandemic. Traditionally sales here have been driven by new products and consumers eager to purchase the latest offerings from their favourite brands.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Mexico 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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