Super Premium Beauty and Personal Care in Mexico

PROSPECTS

Most volume sales decline, but super premium skin care remains resilient

In 2019, super premium beauty and personal care registered unit price increases over the country’s inflation rate. Since these items are imported products, they are likely to be subject to price rises if the exchange rate of the Mexican peso against the US dollar varies or if the transportation costs increase, which was the case in 2018.

Consumers enjoy colourful novelties

Limited editions continue to be a competitive strategy for brands in super premium colour cosmetics. They create interest among customers, driving consumption.

Brands use new launches to keep consumers on the scent

In 2019, super premium fragrances remained the largest category in super premium beauty and personal care, with value sales growth driven by new products and consumers wanting to receive the latest offerings from their favourite brands. Examples of super premium fragrances recently launched or heavily advertised in 2018 included Bvlgari Omnia, Dolce & Gabbana Light Blue, Cartier Pasha Noir Sport, Montblanc Legend, Salvatore Ferragamo Uomo Casual Life and Tiffany Eau de Parfum Intense, among others.

COMPETITIVE LANDSCAPE

Chanel has a noteworthy lead

Chanel, distributed by Parfumerie Versailles SA de CV, remained the leading brand in super premium beauty and personal care in 2018. The Chanel brand reaches different target audiences because it is a classic label, which at the same time is perceived as young and innovative.

Digital comms and internet retailing are leveraged to aid expansion

Lancôme takes advantage of digital platforms to reach its target. Through its e-mailing platform it communicates its new product development and promotions.

Super premium hair care fails to shine

Hair care is one of the smaller categories within super premium beauty and personal care. There are only a few super premium brands that offer hair care products in their portfolios.

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