Facing innovations

The facial care category managed to grow, but the market share of cheaper and private label products increased in this category too. Branded product manufacturers stepped up their efforts by introducing innovative products, increasing media presence and doing more price promotions. Petra Rozgonyi, L’Oréal Magyarország Kft.’s category management stagiaire told us that anti-wrinkle and moisturising creams are the two most important segments in the facial care category – and both of them were able to expand. Most people still buy day creams, so the strategy of L’Oréal focuses on educating consumers, orienting them towards more special face creams. In the winter and summer periods facial skin is more likely to become drier. Consequently, L’Oréal focuses on moisturising creams in their seasonal promotions. In the spring and autumn periods they put their communication efforts into promoting anti-wrinkle creams.

At the end of 2009 the company put the Triple Active range of L’Oréal Paris on the market, offering high quality products at affordable prices. In the first half of 2010 they came out with L’Oréal Paris Youth Code (an anti-wrinkle cream) and Garnier Pure Active Exfobrusher, which offers a solution to those who are likely to develop spots. The research laboratory of Beiersdorf developed a special technology called Hydra IQ, which is used in Nivea face creams. Melinda Jáger, Beiersdorf’s trade marketing manager added that the new technology is also used with products in the NIVEA VISAGE Aqua Sensation range, which has 4 new members.