J-beauty, Brazilian naturals, wellness and health: Euromonitor’s key trends defining skin care

According to Euromonitor​, there is a resurgence being seen in skin care, with the segment expanding by 6% in value in 2017.

This is its highest jump since pre-recession years, according to the firm.

Speaking of this shift, Irina Barbalova, beauty and personal care global lead at Euromonitor International, explains:

“A number of factors fuelled this, including the rising shift towards prevention and prioritisation of healthy skin maintenance in line with the pursuit of healthier lifestyles, which reflected in positive category growth for sun protection, cleansers, facial masks and facial moisturisers, as well as a softer pro-age and health-aligned narrative in anti-agers, which in turn doubled their premium sales growth to an impressive 10% globally.​

“This new ‘wellness’ positioning in skin care boosted further adoption levels among the young who are not concerned with anti-ageing properties as such, but more and more with prevention and health, as well as increased spending among the age-agnostic generation X and Baby Boomers, who are drawn to the more benefit-focused and result-driven claims over age-defined labelling of yesteryears​.”

Japanese beauty: the next k-beauty?​

Euromonitor suggests Japanese beauty, or j-beauty, may be the area of the industry that best responds to rising demands for results, rather than marketing claims.

“Japanese beauty is enjoying the surge as consumers are looking for aesthetic brands with proven efficacy​,” explains Barbalova.

“Unlike K-beauty, whose skin care routine includes many steps, attracting consumers with bright packaging and novelty ingredients, J-beauty is less focused on marketing, and its skin care regime includes fewer steps with powerful ingredients. ​

“The UK has enjoyed new entrants, including Decorté and Shiro. Sensai launched a new retail concept in Paris, while Three, owned by Pola Orbis, is seeking partnership to enter London, Paris and the US.”​

Brazilian ingredients​

Euromonitor says that recognition of the importance of prevention in the pursuit of healthier lifestyles is bringing new ingredients into skin care.

Competition in the field is intensifying, with companies looking to sustain share through acquisitions, the firm explains.

“While Brazil remains a difficult market for many international companies in 2017, the economic activity in the country is expected to improve over the next five years,”​ says Barbalova.

“This will positively affect mass fragrances, a category that has the highest unmet potential in Brazil, thus being able to deliver the highest growth once economic conditions improve.”​