Cosmetics Enterprise reveals the 5 newest skincare tendencies in new report
Ingredients | Marketing | Skin care
Skin care remained largely static in 2020 as brands demonstrated their resilience and adaptability. This report shows how brands can prepare for the next transformation
Report introduction: at a glance
What’s in this report?
introduction
Top 5 trends:
1. The mainstream skin intellectual
2. The rise of the derma brands
3. Luxury goes local
4. The body boom
5. 2020s skin problems
Country highlights
outlook
Top 5 Largest Skin Care Countries, Value and Growth, 2020
Estimated numbers. Source: Euromonitor International
Major challenges addressed
From the increase in self-care to the increase in hand hygiene, skin care was well positioned to benefit from the changing beauty landscape of 2020 and emerging trends.
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 scrubs, and treatments that soothed acne and skin irritation.
Beyond the pockets of highly dynamic growth, some segments had big problems: In the US and across Europe, prestige facial care fell double-digit in 2020, with segments like serums, which boomed before Covid, declined 24% in Europe, according to the NPD Group.
As sales have been lost to store closures and declining tourism, brands have had to work a lot harder to reach customers. This required a tremendous level of adaptability – a skill that will continue to be of paramount importance for skin care brands to thrive through 2021.
The acne care brand Starface has a strong online presence
“Maximizing their online presence and where consumers shop is key to brand recovery,” said Fiona Glen, project manager at beauty brand consultancy The Red Tree.
“The brands that have won in skin care are the ones that had a really good online presence – which the newer indie brands have done well. The brands at L’Oréal have also done a really good job, in my opinion, at improving their e-commerce. The customer service at YSL Beauty, for example, is just as good, if not better, than in the store or with a pure online game. “
Lubomira Rochet, L’Oréal’s Chief Digital Officer, added: “One thing we have been working very hard on through Covid is transforming our beauty assistants who have worked in our stores into e-beauty assistants with live Chats and full teleconsultations because people really wanted to get in touch with beauty experts and counselors. “
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