Providing the most comprehensive and up-to-date information and analysis of the Facial Skincare and Anti-Aging market in Canada, including the behaviours, preferences and habits of the consumer.

The laid-back approach to facial skincare taken during the lockdown period is expected to return to pre-COVID-19 levels once public health and business restrictions ease. Canadians will be trading down in light of economic struggles, but will be on the lookout for trusted brands that offer healthy and safe ingredients. Multi-purpose and hybrid skincare products will resonate strongly with consumers who are looking to make their facial skincare routines simpler and more convenient.

Read on to discover more details or take a look at all of our Canada market research.

Quickly understand

  • The impact of COVID-19 on consumer behaviour and the facial skincare market.
  • Trading down behaviours resulting from the recession.
  • The loss of traditional sampling strategies.
  • Consumer attitudes towards skincare and new innovations.

Covered in this report

Products included: Anti-aging facial products (can include cleansers, moisturizers and treatments),facial cleansers including scrubs and toners, facial moisturizers, acne treatments, lip balms and more.

Expert analysis from a specialist in the field

Written by Meghan Ross a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has allowed consumers to reassess what is important in their lives. Despite taking a more relaxed approach to their skincare during the lockdown period, Canadians are incorporating their facial skincare routines into a more holistic overall wellness approach. Looking good in 2020 is less about vanity and more about self-care and creating a sense of normalcy in such a turbulent time.

Meghan Ross
Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on the facial skincare and anti-aging market
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on facial skincare and anti-aging products, August 2020
    • Opportunities and challenges
    • Facial skincare can be incorporated into a more holistic view of wellness
    • This is the time to build trust as consumers focus on ingredients and demand transparency
    • Multi-purpose products align with Canadian priorities
    • The elimination of traditional sampling requires innovative thinking
  3. The Market – Key Takeaways

    • Slow but positive growth is expected
    • Traditional sampling is over
    • Skincare routines will shift as a result of mask wearing
    • Increased online shopping provides an opportunity for DTC brands
  4. Market Size

    • Historic sales performance
      • Figure 2: Total Canadian sales and forecasted sales of facial skincare market table, at current prices, 2014-25
    • Impact of COVID-19 on the facial skincare and anti-aging market
      • Figure 3: Short-, medium- and long-term impact of COVID-19 on facial skincare and anti-aging products, August 2020
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: Canadian context
  5. Market Factors

    • Financial constraints will lead to trading down
      • Figure 4: NatashaSalon Instagram post, May 2020
    • Traditional in-store sampling is over – hygiene is queen
      • Figure 5: No7 UK Instagram post, August 2020
    • More consumers are buying from the comfort of home
    • Social media supports skincare purchases
      • Figure 6: Skincare by Hyram Instagram post, May 2020
    • Mask-wearing conventions impact skincare routines
      • Figure 7: ZitSticka Instagram post, July 2020
      • Figure 8: Nufabrx Instagram post, August 2020
  6. Market Opportunities

    • Trust and transparency are priorities
      • Figure 9: Neutrogena Instagram post, September 2020
      • Figure 10: Use and interest in ‘clean’ skincare products, by age, April 2020
    • Canadians are prioritizing their wellness, inside and out
      • Figure 11: The Body Shop Instagram post, April 2020
      • Figure 12: Elfcosmetics Instagram post, July 2020
      • Figure 13: Rexall Night Calming Cleansing Towelettes (Canada), July 2017
      • Figure 14: The Body Shop Nicaraguan Coffee Intense Awakening Mask (Canada), May 2019
      • Figure 15: “My skincare routine helps me relax” (% any agree), by age, April 2020
    • Environmental considerations also play into skincare decisions
      • Figure 16: The Body Shop Carrot Cream Nature Rich Daily Moisturiser (Canada), September 2019
    • Streamlined routines make skincare simple
      • Figure 17: IDC+ Pure Milk Anti-Pollution Micellar Cleanser and Makeup Remover (Canada), August 2019
      • Figure 18: ChapStick Total Hydration Coconut 3 in 1 Lip Balm (Canada), march 2020
    • Varied skincare routine packages may appeal
      • Figure 19: The Body Shop Instagram post, September 2020
      • Figure 20: La Roche-Posay Effaclar Mat Anti-Shine Routine (Canada), August 2020
    • Skincare extends beyond the face
      • Figure 21: Nécessaire The Body Serum (US), November 2019
      • Figure 22: Bawdy Butt Mask (US), May 2020
      • Figure 23: Bawdy Beauty Instagram post, August 2020
  7. Companies and Brands – Key Takeaways

    • The convenience of hybrid products appeals to Canadians
    • Consumers expect a certain level of personalization
    • Technology allows for ultra-custom solutions
  8. Competitive Strategies

    • Hybrid products are working double duty and improving efficiency
      • Figure 24: Mintel Trend Driver: Value
      • Figure 25: Rimmel BB Cream 9 in 1 Beauty Balm (Canada), March 2020
      • Figure 26: Use and interest in hybrid skincare/makeup, by age, April 2020
      • Figure 27: L’Oréal Men Expert Hydra Energetic Indetectable Tinted Gel (Canada), June 2020
      • Figure 28: Interest in multi-purpose facial skincare (net any interest), men vs women, April 2020
      • Figure 29: Vichy Eyes & Lashes Illuminating and Lifting Effect Serum (Canada), June 2020
    • Technology is expanding the personalization possibilities
      • Figure 30: Opté Precision Skincare – Reveal the Natural Beauty of Your Skin, January 2019
      • Figure 31: Introducing Perso, a 3-in-1 at-home personalized beauty device by L’Oréal, January 2020
    • Customization does not have to break the bank
      • Figure 32: Versed Instagram post, July 2020
    • One-size fits all skincare is on the decline
      • Figure 33: Interest in using customizable skincare (net any interest), by age, April 2020
      • Figure 34: Fentyskin Instagram post, July 2020
  9. The Consumer – Key Takeaways

    • The majority of Canadians are facial skincare users
    • Women have a deeper engagement with the category
    • COVID-19 has led to routine changes
    • Canadians are not creatures of habit
    • Cost does not appear to be the primary motivator in brand selection
  10. Product Usage

    • The majority of Canadians are using facial skincare products
      • Figure 35: Facial skincare product repertoire, April 2020
      • Figure 36: Facial skincare products used at home, April 2020
      • Figure 37: Facial skincare products used at home, by gender, April 2020
      • Figure 38: NOTO_Botanics Instagram post, August 2020
    • Skincare needs vary by age
    • Masks benefit from the novelty factor
      • Figure 39: Chrissy Teigen Instagram post, December 2019
      • Figure 40: Spatherapy Animal Owl Face Mask (Canada), April 2020
      • Figure 41: Givenchy Beauty Instagram post, October 2019
    • Facial serums and oils use skews younger, but there may be an opportunity among older consumers
    • The skin positivity movement is helping support those with adult acne
      • Figure 42: ZitSticka Instagram post, July 2020
      • Figure 43: Starface Instagram post, August 2020
    • Certain demographic groups are more invested in facial skincare
    • Asian Canadians are more likely to be facial skincare users
      • Figure 44: Facial skincare products used at home, Asians vs overall, April 2020
    • Moms are an important target market
      • Figure 45: Facial skincare products used at home, moms with children at home vs women with no children at home, April 2020
    • Sharing among household members may be encouraging trial of new products
      • Figure 46: Non Gender Specific Instagram post, August 2020
    • The wide-ranging price points of facial skincare makes it accessible to all budgets
      • Figure 47: mylumasol Instagram post, September 2020
      • Figure 48: Facial skincare products used at home (select), by household income, April 2020
  11. Brand Usage

    • Mass brands are relied upon for functional products, while luxury brands are trusted for targeted skincare
      • Figure 49: Brand type used most often, by format, April 2020
      • Figure 50: Better than Expensive Serums | Olay, April 2020
    • Women’s higher category engagement is leading them to diversify their brand choices
      • Figure 51: L’Oréal All-in-1 Moisturising Cream After Shave + Face Care (Canada), September 2020
      • Figure 52: L’Oréal Men Expert Vita Lift Anti-Wrinkle + Firming Daily Moisturizer SPF 15 (Canada), September 2020
    • Age plays only a limited factor in brand tier choice
    • Cost does not appear to be the primary factor in brand choice
  12. Changes in Facial Skincare Routines

    • COVID-19 has motivated some routine experimentation
      • Figure 53: Past 12 month facial skincare behaviours, April 2020
    • Young women are actively engaged with their skincare routines…
      • Figure 54: Past 12 month facial skincare behaviours, men vs women, April 2020
    • …and so are young men
      • Figure 55: Neutrogena Rapid Clear Stubborn Acne Solution (Canada), August 2020
      • Figure 56: Past 12 month facial skincare behaviours, men 18-24 vs women 18-24 vs overall April 2020
    • Canadians exhibit some flexibility in product selection
      • Figure 57: Past 12 month facial skincare behaviours, by age, April 2020
  13. Interest in Skincare Innovations

    • Canadians are willing to experiment
      • Figure 58: Interest and trial of facial skincare innovations, April 2020
    • Men are trying products, but are less interested in repeated usage in the future
      • Figure 59: Total trial and rejection of skincare innovations among men, April 2020
      • Figure 60: Rejection of products tried, men vs women, April 2020
      • Figure 61: Interest in trying facial skincare innovations in the future, men vs women, April 2020
    • Younger facial skincare users have a more open mind about innovations
      • Figure 62: Total trial and rejection of skincare innovations among 18-44 year olds, April 2020
      • Figure 63: Interest in using facial skincare innovations again, by age, April 2020
    • Young women are most enthusiastic about professional skin treatments
    • An interest in ingredients may help newer innovation trial
  14. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations

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