At the start of 2020, the UK’s skincare category was valued at £295 million, but according to US-based market research firm NPD Group, sales have fallen by 23 per cent as high street stores closed during the lockdown, and consumers changed their at-home beauty routines.
A press release from NPD suggests that trends such as ‘skinamalism’ and consumers seeking out more sustainably beauty products have been partly the cause of the overall 23 per cent decline in sales, a 20 per cent decrease in the sales of prestige face creams, 17 per cent drop in prestige face cleansers, and 3 per cent decrease in facial exfoliators.
Emma Fishwick, account manager at NPD UK Beauty, said these specific segment declines, much like the wider decline in skincare, were fuelled by consumers taking a ‘back to basics’ approach.
“As the pandemic hit, our skincare routine remained consistent when the country went into lockdown. However, consumer confidence has been hit, and people are more reluctant to spend,” she said.
“At the same time, consumers focus on sustainability also means that skinimalism has become very topical. Beauty buyers seem to be purchasing less [sic] products, and the products that they are opting for are more targeted.”
Sales of eye masks and treatment products in 2018 and 2019 represented the third largest segment in value terms within the UK’s prestige skincare market but have declined in importance, with facial cleansers now holding more value.
NPD Group findings showed, however, that sales of anti-acne serums had increased in 2020, by 51 per cent in value, a rise likely related to mask-wearing that had created a consumer focus on ‘skin-specific remedies to reveal their glowing skin’.
If you’re looking for Dermalogica skin care products, visit our website today.