Taking facial care to the next level

This article is available for reading in Trade magazin 2024/10

Luca Varga
trade marketing manager
L’Oréal Magyarország

Analysing NIQ data from January to June, Luca Varga – trade marketing manager of L’Oréal Magyarország – points out that the facial care category continues to produce incredibly dynamic growth, with a 28.5% rise in value sales in the first half of 2024.

“Currently 94% of sales are realised in drugstores. However, discounters have also shown strong growth in the last six months, with an increase of almost 60% compared to last year”,

adds Luca Varga.

György Suha, marketing and PR manager of Caola Kozmetikai és Háztartás Vegyipari Zrt. notes that sales in the functional facial care category have increased both in value (8%) and volume (5%) in the last period.

Nóra Fehér
assortment manager
dm

Nóra Fehér, assortment manager of dm Kft. gives an insight into the entire women’s facial care category, saying that the market is growing in both value and volume.

More colourful palette

The first quarter brought the launch of the L’Oréal Paris Bright Reveal range, which uses niacinamide to combat dark spots caused by sun damage, ageing skin or acne. It provides a complete routine, including a face cleanser, exfoliator, serum, day cream and sunscreen with SPF50+ protection.

Under the Mixa brand three serums were launched in the first half of 2024, with dermatological control, specifically for people with sensitive skin. This year the Mixa selection will be added cleansers, face creams and a hyaluronic acid sunscreen. L’Oréal Paris is also launching a daytime gel moisturiser in its popular Revitalift Clinical Vitamin C range.

The facial care category continues to grow dynamically

A series of innovations

This year there is a new trend in conscious skin care, called skinimalism. Even the average user can easily put together a sustainable and economical routine without any professional expertise. A maximum of 3-4 products are needed, focusing on one skin problem at a time. In response to this need, manufacturers have sought to introduce new solutions to the market that add extra active ingredients to their basic function to help create a healthy complexion. There is a growing interest in customised products and routines. The use of AI and big data will enable the creation of formulations tailored to skin type, condition and individual preferences. In addition to this, consumers increasingly prefer natural, chemical-free product versions as part of the “clean beauty” trend.

The increasingly well-informed consumers are willing to pay for higher-priced formulas, provided they are tailored to their needs

Facial care at the highest level: growing demand for facial care products

Vendégszerző:
Zsófia Horváth
analytic insights associate
NIQ

Consumers spent more than HUF 35bn on facial care products in the 12 months under review.

Face cream: consumers spent the most on face and eye creams, as the category saw a 28% increase in value and 4% in volume sales. Thanks to this growth, category sales exceeded HUF 22.5bn. Manufacturer brands accounted for 90% of value sales.

Face wash: sales reached nearly HUF 8bn and this represents a 37% surge in sales compared to the previous 12 months. In volume terms the growth rate was lower at 8%. Branded products realised 80% of value sales.

Face mask: sales went above HUF 3bn and this was a 23% rise compared to the previous 12 months. Branded products were responsible for 80% of value sales.

Face scrub: the market was worth less than HUF 600m, but in value terms sales were up 28% and volume sales grew by 15%. Branded products generated 74% of value sales.

Cosmetic wipe: value sales were down 8%, while volume sales decreased by 18%. Manufacturer brands realised 77% of value sales. //