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Bodycare Projections 2020

Published 01 July 2020

Author
Lisa Payne

Bodycare brands and those launching into the category are capitalising on growing consumer interest in elevating skincare from the neck down. Body-first beauty is booming, derailing notions of bodycare as an afterthought and fuelling global sales, which are expected to reach $19.9bn in 2020 and $21.2bn in 2021 (Euromonitor, 2020).

 

As explored in The Bodycare Boom, a new generation of bodycare products is influenced by the ever-diversifying facial skincare market. Hero products such as serums are now category staples, while formulas with boosted benefits and whole-body products are catering to a growing demand for multifunctionality and high-performance care. 
Consumers have traditionally been unwilling to pay a premium for products designed to be used below their necks. This is changing, driven by brands luxurifying bodycare with new launches in 2020. Products with sophisticated formulas and Instagrammable packaging are elevating everyday body products.  
The biggest bodycare opportunity for 2020 is based on rituals, encouraging consumers to take time to engage in therapeutic and sensorial regimes. This has been percolating for a few years, but during the Covid-19 pandemic, beauty rituals have really resonated with stressed-out consumers (see Cosmetics in the Wake of Covid-19).
New categories and products catering to fringe concerns (such as chub rub) offer exciting opportunities for body brands willing to take on a challenge. Shrewd strategies include harnessing cool packaging and non-nonsense branding in order to shift the negative perceptions of products considered taboo or embarrassing. 
As seen in other beauty categories such as Haircare, Make-Up, Skincare, and Fragrance, sustainability is now a huge driver for new product development in bodycare. Packaging naturally is a key target, while upcycled materials and blue beauty are smaller but relevant and developing trends.
Sophisticated and sensorial ingredients elevate bodycare in 2020, as seen in the influx of hero skincare ingredients in new launches. As with other beauty categories, CBD is key for body, contributing to the global CBD skincare market, which is expected to hit $3.48bn by 2026 (Allied Market Research, 2020). 

Bodycare Projections 2020

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Topics

Natural & Organic
Active
Ingredients
Skincare
Fragrance

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