Magazine: Being stylish but spending just a thousand forints

The Hungarian decorative cosmetics and perfume market is growing dynamically, so market players are kind of optimistic. Beáta Lakatos, country manager with Coty Hungary Kft. informed Trade magazin that a two-digit growth had occurred in decorative cosmetics market – in both value and volume.

The Hungarian market is one of the smallest in Central and Eastern Europe, so companies selling quality makeup products have a difficult job, but the nail segment has proved that average spending increases if the products offered meet both quality and lifestyle expectations of consumers. Still, consumers remain price-sensitive and the HUF 1,000 price is the limit per product in every category, below which consumers tend to stay. Ms Lakatos told that mascaras, eyeliners and makeup bases are always among the focus categories. Each manufacturer concentrates on these when advertising their products. Coty Hungary Kft. is dedicated to promote the use of quality products, making them available at affordable prices. For instance sales of their special nail polishes, lipsticks and lip liners all managed to grow in value. The company is present in the Hungarian market with many brands and in many price segments. New products are launched according to a schedule harmonised with other countries’ in the region. In each category every new product has some kind of added value and follows the trends as regards colours. The country manager reckons that it would be important to work together with retailers in developing some kind of manual for consumers on how to use decorative cosmetics stylishly. She thinks this step would contribute to expanding the market. Ms Lakatos hopes that in the long run the healthy balance of low-, medium- and high-priced products is preserved, what is more, that in the long term consumers will have more money to spend and they will start buying high-quality cosmetics. According to Annamária Marinova, consumer marketing manager at Presto-Pilot Kft. women are turning in the direction of natural ingredients and skin-friendly products. More and more of them are becoming sensitive or allergic to traditional cosmetics. The solution to their problem is natural products, for instance natural makeup – or perhaps it is better to call it organic makeup: it contains no petroleum, silicone or parabens and lets the skin breathe naturally through the makeup too. Organic makeup products by Annemarie Börlind satisfy the demands of even those who prefer the luxury category in cosmetics. Sante organic makeup targets the younger generation with trendy colours and design, these products are available in the medium-priced category. Both brands can be found in Müller drugstores. Ms Marinova added that natural products are getting more popular in the perfume segment, too. Acorelle perfumes are 100-percent natural and are made using organic alcohol, organic flower water and volatile oils. They rely on the achievements of olfactotherapy (affecting emotions through smelling scents). At the moment Acorelle sells 8 types of natural perfume and 6 natural Eau Fraiche products in the Hungarian market