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Indian News

EMERGING FROM PANDEMIC
Makeup, skin care businesses begin to look up

as economic & social activities resume

As people socialise again, dis- -19% to -9% over the same period. All However, according to Nielsen,
cretionary categories in FMCG like the numbers are for all-India volumes. the skin care category witnessed a
makeup and skin care are finally see- double-digit decline of around 10%
ing a gradual recovery, according to Mr. K. Ramakrishnan, Kantar’s for in terms of sales value for the year
data provided by consultancy firm, MD (South Asia, Worldpanel division) ending August 2020 (moving annual
Kantar. Supplies of these products informed, “The data is for categories total, or MAT).
were hit during the strict lockdown. that have seen a tough lockdown
period (March-May), but had better Mr. Sameer Shukla, Nielsen Global
According to Kantar, which performance in June-August. Groom- Connect Executive Director (Re-
tracks monthly FMCG purchases of ing categories like talcs, hair oils, tail Intelligence – South Asia) said,
over 81,000 Indian homes, growth in hair colours and even skin creams – “The skin care category was on the
household care was 6.6% in June- all are in this bucket of categories.” non-essential list of consumer goods
August, up from 4.2% in March-May. when the nationwide lockdown was
But personal care growth was at a lit- According to industry observers, announced in March. Over the last
tle over 14% in June-August, higher a combination of improving supply, few months, consumers were not
than the 10.2% seen in March-May. shops reopening and people resum- going out as much, and even now
ing socialising and work-from-office people have hesitation in stepping
While hygiene continues to see resulted in consumption going up. out of their homes/workplace – so us-
high demand, the marked return of This has also resulted in a greater age has been low. This has impacted
grooming and beauty needs helped engagement with discretionary catego- the skin care category severely over
personal care categories claw back ries like makeup and personal care in the last six months, resulting in a
some growth. FMCG, as a whole, the June-August quarter. double-digit decline for the category
grew at around 5% in June-August sales value in the year ending
from 3.6% in March-May. According to research conducted August 2020 (MAT).”
by beauty major, L’Oréal, half of the
In personal care, skin creams respondents have already invited Mr. Shukla said the face care
– which contracted 9% during March- friends over and gone to meet them. segment within the skin care cate-
May – have grown 2% in June- “While still not back to 2019 levels of gory suffered more than ‘hand and
August. Talcs, which shrank 17% dur- course, we expect every month to be body care’. “The latter has actually
ing March-May, registered 3% growth better than the previous, especially bounced back strongly, clocking a
in June-August. In hair colours & dyes, given the upcoming festive season,” high double-digit growth in June-
the negative growth has reduced from said a company spokesperson. August,” he added.
Caffeinated personal care brand, mCaffeine, gets

PETA certification

mCaffeine, which lays claim to be- “Millennials place a high value on ing product creation, and the use of
ing India’s first caffeinated personal sustainability and transparency, and glass bottles and recycled plastic for
care brand, has been declared cruelty- we aspire to meet their expectations. packaging, which is so rarely seen
free and vegan by PETA (People for Keeping their values in mind, we in Indian markets. But it is through
the Ethical Treatment of Animals). have always been conscious of what such innovation that we have turned
ingredients we use, of not testing on mCaffeine into a Rs. 100-crore Indian
This certification testifies that animals, and of what effects our pro- brand in just four years, thus creat-
mCaffeine does not conduct or com- ducts are causing on the environment ing the phenomenon that is caffeine
mission the tests of any of its ingre- throughout their life cycle. Our mind- skincare in India,” commented Mr.
dients, formulations or finished pro- fulness can be observed in our use of Tarun Sharma, Co-Founder and CEO,
ducts on animals. 100 per cent natural ingredients dur- mCaffeine.
Home, Personal & Institutional Care India November 2020 13