For two years, “prestige” treatments were shunned by consumers in favor of hygiene products. But it seems that the (relative) improvement in the health climate and the lifting of restrictions are bringing the sector back to some growth. Mathilde Lion, Director of the Beauty division, presented the assessment of the prestige in 2021 during the Beauty Business morning organized by the CEW France, in Paris, on March 11th 2022.
NPD tracks every week the cosmetic purchases made at 250 retailers in nine countries.
“Prestige beauty has returned to growth in all the countries we cover,” begins the expert. “Nevertheless, there is a noticeable difference between some of them, as the United States are at +29%, China +33% and Europe +9%. European countries have not yet recovered their pre-pandemic levels.”
Focus on France
The French market is recovering (+9%) due to the easing of health restrictions this year, but remains down on 2019 (-12%). In fact, it was the second half of the year that really helped the sector achieve these results (+14% growth over the period).
Christmas 2021 was more successful than two years ago. There was also a rise in e-commerce (+68%). “Another phenomenon we observed was the impact of different regional confinements. Finally, the major cities have suffered more because of the exodus they have suffered and the desertion of tourists. Purchases are therefore much more concentrated on local distribution channels,” analyses Mathilde Lion. “On the brand side, new players have entered the market. This is good news, because it means that the pandemic has not killed the small brands, on the contrary. Finally, we can only …
