2020 has seen a revival in skincare routines after women streamlined their routines in 2019. Face wash increased in usage from 50% in 2019 to 55% in 2020, while day cream increased from 60% to 67%. Indeed amongst the 10% of consumers who have spent more on beauty products since the pandemic, 48% have spent more on facial skincare (when asked between 18 and 30 June).

An increase in hygiene behaviours triggered by COVID-19 has boosted facial cleansing routines, while the increase in time spent at home has given women more time to pamper themselves. Indeed sheet mask usage has increased, as women turn to their beauty routines to reduce stress/anxiety. While value growth in the category will slow down in 2020, women’s facial skincare will continue to see growth unlike other beauty categories (such as colour cosmetics).

Heightened price sensitivities will see women cut down on spend in 2020, with value growth expected to slow down. The premium segment in particular will be impacted, especially as the category as a whole sees greater competition from new brands.

Skincare will continue to be important, however, and the mandatory use of face masks in a number of public places creates NPD opportunities for brands. Anti-inflammatory claims, on-the-go no-touch products and skincare for ‘maskne’ all pose opportunities.

• The impact of COVID-19 on the women’s facial skincare market

• How usage and shopping habits have changed in response to COVID-19

• The value of individual segments and brand performance in 2019

• Launch activity and opportunities for 2020

• Facial cleansing and caring routines in 2020 compared with 2019

• Facial skincare behaviours and purchase drivers

The first COVID-19 cases were confirmed in the UK at the end of January 2020, with a small number of cases in February. The government focused on the ‘contain’ stage of its strategy, with the country continuing to operate much as normal. As the case level rose, the government ordered the closure of non-essential stores on 20^th March. A wider lockdown requiring people to stay at home except for essential shopping, exercise and work ‘if absolutely necessary’ followed on 23^rd March.

On 15^th June, The Health Protections Regulations 2020 came into effect allowing the reopening of all non-essential stores in England as well as the mandatory use of face coverings on public transport. Face coverings became compulsory in shops and supermarkets from 24^th July, extending to more indoor venues on 8^th August. Pubs, restaurants, hotels and hairdressers reopened on 4^th July and beauty salons reopened on 13^th July, with close-contact treatments allowed from 15^th August.

Mintel’s economic assumptions are based on the Office for Budget Responsibility’s central scenario included in its July 2020 Fiscal Sustainability Report. The scenario suggests that UK GDP could fall by 12.4% in 2020, recovering by 8.7% in 2021, and that unemployment will reach 11.9% by the end of 2020, falling to 8.8% by the end of 2021.

The current uncertainty means that there is wide variation on the range of forecasts, however, and this is reflected in the OBR’s own scenarios. In its upside scenario, economic activity returns to pre-COVID-19 levels by Q1 2021. Its more negative scenario, by contrast, would mean that GDP doesn’t recover until Q3 2024.

For the purposes of this Report, Mintel’s definition of facial skincare includes:

• Moisturisers

• Cleansers, including scrubs, washes, wipes, makeup remover and facial soaps

• Toners

• Masks and treatments

• Specialised products such as lip salves, eyecare and anti-ageing products

• Medicated skincare.

Bodycare products are excluded from this Report but are covered in Mintel’s Hand, Body and Footcare: Inc Impact of COVID-19 – UK, August 2020 Report.

Please note that for the ease of market categorisation from a product and brand perspective, this Report refers to premium and mass products. For the purpose of this Report:

• Top-end prices and high brand status define prestige products. They are typically sold behind the counter in department stores with specialised sales assistants. Prestige brands include Clinique (Estée Lauder) and Lancôme (L’Oréal).

• Mass products are more typically priced at the lower end of the spectrum and are sold in self-serve formats in mass retail outlets including supermarkets and high street chemists such as Boots and Superdrug. Mass brands include NIVEA (Beiersdorf) and Olay (Procter & Gamble).