OVERVIEW


compelling reason to try and buy a new product and are finding that brands that are science-based and have advanced technology are driving consumer purchase into the category.”


Consumers trade down


Nevertheless, it is the demand for mid-tier brands that has been driving much of the volume growth in skin care – unit sales were up by 7% across total Europe in 2022 according the NPD – with Lion noting that less expensive, clinical brands like The Ordinary and The Inkey List have continued to perform well. “Whereas in fragrance we’ve seen consumers trading up, in skin care it has been the opposite – consumers are trading town to less expensive products and more entry-price brands,” she explains.


In fact, the latest exclusive data from Kantar shows that in the UK, high inflation and the cost of living crisis is resulting in further trading down in skin care. Sales of branded skin care products slid by 6% in the last four weeks while own brand


cosmeticsbusiness.com


Barrier repair and protection will remain at the forefront of skin care innovation


ranges grew by 0.4%. “This is a sign of the times, with people cutting back on spending and it shows that this is now having an impact in skin care,” says Matt Maxwell, Strategic Insight Director at Kantar. Inflation and the need for many people to curb their spending has also contributed to consumers slimming down their skin care routines, says Connor Spicer, Senior Research Beauty Analyst at Euromonitor International, although he adds, “this


FASTEST GROWING PRESTIGE SKIN CARE SECTORS, EUROPE, 2022


Prestige face oils +16


Lip treatments +26


Source: The NPD Group


Facial spray mists


+40%


Body


supplements +30


Face serums +14


March 2023 cosmetics business 3


Selfmade


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