Super Premium Beauty and Personal Care in the United Kingdom

PROSPECTS

Super premium beauty brands increase their efforts to target millennials

The millennial consumers continues to be a priority for super premium beauty and personal care brands as this consumer group continues to grow. These highly informed younger consumers, want a high living standard and are particularly drawn to this category because they are concerned about optimising their appearance and their overall health.

Healthy, natural products drive growth

The health and wellbeing trend continues to be a priority for consumers in the UK as they increasingly equate health with beauty. As they become more informed about the negative impact of traditionally formulated beauty products on their health and the environment, they are starting to look for more organic, natural and vegan beauty products.

Disparate growth between categories continues

As consumers come to embrace skincare as part of a healthy lifestyle, super premium skin care once again posted high current value growth in 2018, followed by premium fragrances. Products across categories, with “natural” and “organic” labels continued to see impressive growth, as more consumers in the UK opt for health enhancing and ethical products.

COMPETITIVE LANDSCAPE

Newer business models continue to transform super premium beauty

Despite the highly crowded beauty market, new and independent beauty companies are growing and challenging established beauty companies by creating innovative and affordable offerings. The digital savviness, authentic storytelling and compelling imagery allows these brands to more easily reach the millennial and Gen Z audiences.

Omnichannel becomes essential

Brands such as Glossier rely on social community and product feedback as an essential component of the business model. As consumers become more socially driven, this creates a dynamic of trust and communication and ultimately makes the brand experience feel more customised.

Luxury fashion houses still dominate the market

Fashion houses such as Tom Ford, Chanel, Christian Dior, maintained their strong positions in the wider beauty market in 2018. The fluctuating strength of the pound as a result of Brexit uncertainties helped to drive sales for the beauty lines of luxury fashion brands, as tourists continued to benefit from favourable exchange rates while Britons were compelled to shop at home.

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