Though super premium beauty and personal care suffered significant value decline in 2020, due to COVID-19, it fared better than other personal luxury goods and registered the lowest retail current value decline. The value decline was largely due to consumers trading down due to concerns about the economy arising from COVID-19.
Super premium beauty and personal care remained a fairly fragmented competitive landscape. L'Oréal continued to gain value share and record strong current value growth in 2019 and offers the leading brand Giorgio Armani and Yves Saint Laurent, Lancôme and Kiehl's.
Consumers of beauty products place a great deal of value in feeling being pampered when visiting a department store or specialist retailer. Receiving expert advice from beauty specialists also gives customers the impression of exclusivity.
Super premium beauty and personal care will return to value growth once the threat of COVID-19 subsides and people are able to move around again and browse fragrance counters and can stop wearing face masks. However, it is expected that value growth will be lower than the review period, as the economy takes time to recover from COVID-19 and consumers will be more price sensitive.
Super premium fragrances will remain the largest product area in current value terms, supported by demand for fashion-related brands. Its ongoing popularity is linked to the persistent perception amongst Polish consumers that expensive fragrances are an expression of status.
Super premium beauty and personal care brands do not invest in intense advertising, as they mostly target a narrow group of wealthy consumers, and rely on their global reputations to attract sales. Most of these products tend to be distributed between two drugstore/parapharmacy chains, Sephora and Douglas, in addition to a number of other individual drugstores, and shops located in airports.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Poland 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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