The share of millennials as customers in super premium beauty and personal care is growing significantly. This younger generation is increasingly eager to purchase expensive products in pursuit of high quality.
The health and wellbeing trend is driving consumers in the UK to look for organic and vegan products in skin care and colour cosmetics, to suit their lifestyles. Brands such as MuLondon are increasingly popular and are challenging the position of the leading brands.
Whilst super premium skin care posted high current value growth in 2017, premium fragrances saw slower growth, with sales in this category mainly driven by price increases. Within each category, products with natural claims saw the fastest growth, as the health and wellness trend propelled consumers in the UK to opt for organic and vegan skin care products.
A growing number of independent brands recently penetrated the seemingly saturated category of super premium colour cosmetics and posed a threat to incumbent luxury make-up brands. In fact, these niche brands offer high-quality products at affordable prices and use low-cost marketing such as digital media to attract an abundant customer base comprised mainly of millennials.
As brands such as Glossier take social media by storm and successfully establish brand trust from a solid base of loyal online followers, established luxury players recognise that these online brands may become new competitors. As a result, such brands are establishing an online presence in the UK and worldwide; thus, gradually countering the belief that luxury brands should be sold solely in stores.
Fashion houses Chanel, Christian Dior, Prada and Yves Saint Laurent maintained strong positions amongst beauty players in 2017, as they continued to drive high volume sales. Also, Coty-owned fragrances Gucci Bloom and Marc Jacobs performed particularly well, testifying to Britons’ pursuit of designer products.
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Discover the latest market trends and uncover sources of future market growth for the Super Premium Beauty and Personal Care industry in United Kingdom with research from Euromonitor's team of in-country analysts.
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