Skin care held firm, for the most part, in 2020, as brands demonstrated resilience and adaptability. This report reveals how brands can prepare for its next transformation
Top 5 trends:
1. The mainstream skintellectual
Estimated figures. Source: Euromonitor International
From the surge in self-care to the hike in hand hygiene, skin care was favourably positioned to benefit from 2020’s upended beauty landscape, and the trends that have emerged.
While many beauty categories struggled, skin care shone through as consumers were drawn to products that met their changing needs, such as pampering face masks and exfoliators and treatments that alleviate acne and skin irritation.
But beyond the pockets of highly dynamic growth, some segments struggled sorely: in the US and across Europe, prestige facial skin care declined by double digits in 2020, with segments such as serums – that were booming pre-Covid – falling by 24% across Europe, according to The NPD Group.
As sales were lost through store closures and plummeting tourism, brands have had to work far harder to reach customers. This has required a tremendous amount of adaptability – a skill that will continue to be paramount for skin care brands in order flourish as 2021 moves forward.
Acne care brand Starface has a strong online presence
“Maximising their online presence and being where consumers are shopping is key for brands to rebound,” says Fiona Glen, Head of Projects at beauty brand consultancy The Red Tree.
“The brands that have won within skin care are those that have had a really good online presence – which the newer indie brands have done well with. L’Oréal brands in my opinion have also done a really good job of upskilling their e-commerce. The customer service at YSL Beauty, for example, is as good if not better than in-store or at an online pure play.”
L’Oréal’s Chief Digital Officer, Lubomira Rochet, adds: “One thing we’ve worked very hard on through Covid is in transforming our beauty assistants who were working in our stores into e-beauty assistants, with live chats and fully-fledged teleconsultations because people were eager to connect with beauty experts and consultants.”...
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