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Canadian beauty market driven by an ageing population

Industry Sector

Consumer Goods


14 January 2013


Mike King

Type of News


In 2011, the Canadian beauty market grew at a faster constant value rate than at any time since 2007. However, as economic recovery was slower than anticipated, and the labour market remained fragile, overall sales growth was not as strong as the growth shown in pre-recessionary years.

Procter & Gamble Inc and L'Oréal Canada Inc lead beauty and personal care in market value share terms. Procter & Gamble's Olay brand has been successful in integrating the anti-ageing agents from its skin care line into its line of body washes and bar soaps, as well as seeing growing market share for its Cover Girl line of colour cosmetics.

In addition, in 2011 Olay brand launched a new hair removal system called Olay Smooth Finish Facial Hair Removal Duo. P&G's Crest line of oral care products achieved a third place ranking in terms of brands.

L'Oréal saw an increase in market value share in both the mass and premium segments of colour cosmetics due to the success of its L'Oréal Paris, Maybelline New York and Lancôme brands.Canadian cosmetics

Drugstores in Canada continued to lead in retail distribution of beauty and personal care products. Furthermore, in an attempt to recover sales and seek out higher-margin products to compensate for reduced revenue from prescription drug sales (due to changes in legislation), many pharmacies and drugstore chains (previously focused almost exclusively on healthcare) are turning more towards beauty care products.

The beauty and personal care market is projected to grow at a modest constant value rate through to 2016. While retail sales are not expected to be excessive, some products, such as anti-ageing skin care, will continue to outpace overall market growth, stimulated by the ageing consumer base.

For more information on the Canadian beauty market, see the latest research: Canadian Beauty Market

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