Magazine: The palettes of self-expression

Zsanett Sándor
trade marketing manager
L’Oréal

According to data from L’Oréal, decorative cosmetics represent the biggest value in the Hungarian beauty care market, and it is also one of the most dynamically growing categories (+11.7 percent – Nielsen data). Zsanett Sándor, trade marketing manager with L’Oréal told: the majority of purchases are are still made mainly in drugstores and in the door-to-door channel (40 percent – BMS data), but the role of boutiques and e-commerce became more important in the last few years. Primőr Kozmetikai Kft. revealed to us that Hungary’s decorative cosmetics market represents a value of approximately HUF 18 billion in the traditional channels of retail – from this the two biggest drugstore chains have a 63-percent share, we learned from business unit manager Péter Élő.

Zsuzsanna Bakos
head of customer marketing
Coty Hungary

Zsuzsanna Bakos, head of customer marketing at Coty Hungary added that the first half of 2018 had brought a sales growth above 10 percent in the category.

Andrea Rácz
assortment manager
dm

Andrea Rácz, assortment manager of dm spoke to Trade magazine about the sales of dm-branded decorative cosmetics increasing above the market average. Eye products have a more than 40 percent share in the category’s sales in dm stores, while the nail and face segments have a 20-percent share each.

L’Oréal reported to our magazine that the eye segment’s value share is the highest in the market of decorative cosmetics, at 38.7 percent, followed by the face segment at 31.6 percent. However, it is the lip segment where sales are growing the most dynamically, by 16.2 percent – the segment’s share from the full decorative cosmetics market is already 13.3 percent. Sales of Maybelline products are increasing by 17.7 percent – it is Hungary’s leading makeup brand. Primőr Kozmetikai Kft. told us that the eye segment is the biggest, and as regards the number of products sold nail is the second biggest category, but if calculated in value the face segment is the No.2. Dovex Kft. is the distributor or luxury cosmetics brands such as Chanel, Guerlain, Shiseido and Clarins.

Bearix Palincsár 
sales and marketing director
Dovex

Sales and marketing director Beatrix Palincsár spoke to us about brands targeting younger consumers, even with luxury brands such as Chanel or Guerlain. These makeup products are attractive to consumers because they represent affordable luxury, e.g. it is enough to mention Chanel Rouge Allure.

Coty Hungary shed light on how rapidly the market is changing, with new players entering the market every year and established brands changing their strategies, e.g. target group, pricing policy, etc. What is more, new age groups have also turned up in the decorative cosmetics category, as wearing a makeup now means that one takes good care about herself on a daily basis. Ms Sándor added that a GfK survey from 2017 had revealed: only 30 percent of shoppers are loyal to brands, more than half of them choose from their favourite brands in-store. The so-called ROPO effect (research online, purchase offline) is manifesting more and more frequently.

Péter Élő
business unit manager
Primőr Kozmetika

Mr Élő revealed that examining the various product types shows that palettes are still very fashionable and strobing is very trendy as well. Ms Palincsár added that each brand tries to set trends that are in accordance with their own characteristics. Ms Rácz underlined that in the innovative category of decorative cosmetics not only colours and textures, but also product sizes and formats keep changing.

New product launches: Primőr Kozmetikai Kft.’s Artdeco brand will come out with magnetic eyelashes before Christmas. Revolution put the SophX palette on the market in September. Coty Hungary products are available 30-50 percent cheaper with the special coupons issued for the autumn shopping days. Rimmel’s Halloween collection has already been launched, just like the WOW Wings mascara. For Christmas Rouge Edition Velvet, the most popular Bourjois product range will put new lipsticks on the market. L’Oréal will launch many new products in the end-of-year period under the Maybelline and L’Oréal Paris brands; lipsticks will be in the limelight.

Drugstore chain dm celebrates the autumn by putting 183 DAYS by trend IT UP products on the shelves – this is a new decorative cosmetics brand, with a collection that is updated every six months, and it targets the new generation. After s.he stylezone and alverde, trend IT UP – launched in 2017 – is dm’s third own decorative cosmetics brand. From Dovex Kft.’s brands Chanel came out with the Le Volume Revolution de Chanel mascara this autumn, which has a 3D-printed brush. Guerlain offers personalised products, e.g. the Rouge G lipstick, while the autumn Joli Rouge Duo lipstick collection by Clarins combines two shades in the same lipstick.