UK prestige beauty prices rose in last quarter of 2021 - report

By

Sandra Halliday

Published
Jan 27, 2022

The average sales prices of prestige skincare in the UK rose 7% in in the last three months of 2021 compared to the same period in 2020, The NPD Group said on Thursday. 

It’s a problem that has beset the wider beauty and personal care sector as raw materials and packaging prices have risen sharply and supply chain issue have created logistics nightmares. 

The average sales price of prestige skincare in the fourth quarter rose from £34.80 to £37.38. And a 4% decline in demand was behind a 10% value sales decline in the overall market. 

Sub segments that recorded the most significant price increases included Face Masks (+11%), Body Creams (+11%) and Eye Treatments (+8%), while Face Creams saw a more modest 3% price rise.

NPD also said mid-range brands are typically priced around 60% less than prestige brands, which is having an effect on the balance of the market as consumers shift their spending habits. Mid-range brands have increased their share of the skincare market from 17% in Q4 2018 to a 25% share in Q4 2021.

Emma Fishwick, Account Manager, NPD UK Beauty, said that consumers are very focused on inflation and that there’s “an opportunity for prestige beauty brands to sharpen their marketing communications to highlight the multiple benefits of products. For example, make-up with skincare benefits, skincare with SPF and men’s grooming products that soothe razor rash and protect the skin at the same time. Prestige beauty is renowned for its cutting-edge scientific research and this is another way that brands can truly differentiate their offering from other players in the market”.