Super premium beauty and personal care suffered a double-digit decline in value sales in 2020, due to lockdowns and retail outlets being closed for parts of the year. In 2021, super premium beauty and personal care is expected to register current value growth again, though value sales are still expected to be lower than before the pandemic.
Super premium beauty and personal care remained a fairly fragmented competitive landscape. L'Oréal continued have a strong lead and gained further value share in 2020.
In 2021, all product areas are expected to register current value growth, though there are differences in consumer behaviour compared to the previous year. In 2020, super premium skin care registered the highest current value growth, as with consumers confined to home and not mixing with people, they prioritised skin care, rather than looking good.
Super premium beauty and personal care will register moderate constant value growth over the forecast period. Up to now, the economy has coped relatively well from the fallout of the pandemic and if this continues, the outlook is positive.
Even before the pandemic struck, e-commerce has been gaining value share in super premium beauty and personal care, with COVID-19 simply giving the online space an extra fuel infection. The reason that beauty and personal care products sells well in the online space is that often the consumer is purchasing a repeat product and so does not feel the need to touch and feel the product before buying.
COVID-19 put even more of a spotlight on natural ingredients and also protecting the environment. As people were forced to step back, it put into focus how damaging modern, hectic lifestyles are on the environment.
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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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