2014-01-21 22:52:02 - Skin Care in Canada - a new market research report on companiesandmarkets.com
L´OrÃ©al Canada leads skin care with a 19% share of retail value sales in 2012 to reach C$321 million, due to the success of brands like LancÃ´me, Maybelline New York and L´OrÃ©al Paris. The company maintains a strong presence in the mass and premium segments. It was among the first to distribute premium products through mass retail channels, primarily drugstores. The player´s key premium skin care brands include LancÃ´me, Vichy, Biotherm and La Roche-Posay. In the mass segment, it offers L´OrÃ©al Dermo-Expertise and L´OrÃ©al Paris subbrands.
In 2012, retail sales grew by 5% in current value terms and 2% in volume terms to reach C$1.7 billion. The sluggish economy did affect growth in skin care, but not as much as in
other beauty and personal care areas. Skin care is an essential part of most women´s daily routines. Moreover, most women are content to bargain shop for items such as shampoos, conditioners and toothpaste, and they are fairly brand loyal to their skin care regimens.
Skin care is projected to post a 3% constant value CAGR over the forecast period to reach C$2 billion in 2017. While skin care is very saturated, opportunities for growth may be present in the forecast period. As in 2012, most manufacturers are looking to reposition, remarket or change the image of their products, rather than develop product innovation. The most popular repositioning strategy is aimed at attracting the older woman. As the population ages, women are buying products that are specific to their age. The ageing population trend means that the older demographic is expanding in number. Repositioning is also being used to attract younger women to anti-agers, encouraging them to buy into the idea that they need these products to ward-off the signs of ageing before they appear.
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