Magazine: Customers becoming more and more proficient at skin care

Gózon-Karajz Zsófia
trade marketing manager
L’Oréal Magyarország

The face care segment was dynamically growing in 2021. As drivers of the growth, Zsófia Gózon-Karajz, trade marketing manager of L’Oréal Hungary identifies products and brands with clean ingredients and high active-agent content. From among sales channels drug stores could further strengthen their position in the segment in 2021.

Ildikó Gréta Berger
junior brand manager
Henkel

Ildikó Berger, junior brand manager of Henkel Magyarország reported to have opened towards hyper- and supermarkets, where more and more of their products appeared on shelves.

Andrea Rácz, assortment manager at dm Kft. confirmed the trend of drugstores’ increasing their share. Growth is considered to be driven by conscious skincare brands as well as Korean and Japanese products, she adds.

Orsolya Tokaji
category manager
Rossmann
Magyarország

Orsolya Tokaji, category manager at Rossmann Hungary sees a significant growth both in terms of volume and value. She emphasises the role of face masks, the increasing share of online sales and the changes in shopping habits resulting in higher basket value but less frequent shopping trips.

React fast

Viktória Szabó
senior brand & shopper activation manager
Johnson & Johnson

– Brands must keep up with consumers growing more conscious and react to the latest trends faster than ever. Customers observe ingredients, functions and sustainability. They love experimenting and try innovative products – Viktória Szabó, senior brand & shopper activation manager at Johnson & Johnson shares.

Andrea Rácz 
assortment manager
dm

Andrea Rácz sees several trends arising within the category. Conscious products have been overtaking traditional ones; Japanese and Korean brands lacking unnecessary active agents keep attracting new customers, whereby natural products also have a strong presence.
In shoppers’ decision-making product function is considered first, followed by checking ingredients, the brand and the price.

Zsófia Gózon-Karajz sees that different shoppers’ segments decide upon different motivations: some give preference to sustainability, while others observe ingredients and formulas. Consumers have grown conscious and educated using also products with high active-agent content that require caution.

According to Orsolya Tokaji, customers of anti-wrinkle creams are brand loyal as opposed to shoppers of face masks and face washes. In case of face masks impulse shopping dominates, which is why the way they are displayed and outstanding packaging may be decisive.

Ildikó Berger stresses that last year, conscious skincare and creating a conscious skincare routine have become important. Henkel’s N.A.E. brand may be of true help for customers.

The market has been driven by products containing high active agent content and clean ingredients

Continuous innovation

L’Oréal Hungary’s bestseller remains Garnier micellar water. To be able to meet the latest trends and customer needs, the company, however, has many novelties up in its sleeve in 2022. Common product features will include innovative packaging, high active-agent content and clean formula, that will be communicated via influencers and by other digital means in addition to traditional channels, Zsófia Gózon-Karajz informs.

Johnson & Johnson has been preparing the launch of a new product range containing a well-known and popular ingredient. Besides, the company is set to carry on with the Neutrogena brand ambassador programme and will keep focusing on digital channels, Viktória Szabó revealed.

Henkel Hungary’s Diadermine facial filling capsules and the Age Supreme range applying a Nobel-prize awarded technology have been long popular. And the innovative N.A.E. face cleaning cotton pads are inevitable in conscious and sustainable skincare routine, Ildikó Berger believes.

On top of ingredients and functions, consumers are attaching more and more importance to sustainability aspects

Solutions for all needs

Serums seem to be the absolute No.1 from among the products offered by dm. The drugstore chain has a wide array of marketing tools including traditional and e-mailed leaflets, the active beauty loyalty and the „Mindig megéri” long-term low price programmes. This year customers may count on another late night shopping event, too. And we keep sharing expert information, useful tricks and ideas in our online channels – the assortment manager points out.

Drugstores have further increased their share last year

Customers of Rossmann are fond of face masks, the range of which the retailer wishes to extend accordingly, while adds special serums to the assortment, too. Rossmann wants to meet all customers’ needs both in-store and in its Online Drugstore. Orsolya Tokaji also mentions that Rossmann wants to work harder on e-commerce and plans to provide customers with more personalised offers. //

Billions spent on face care

Guest writer:
Annamária Major
client consultant
NielsenIQ

The NielsenIQ retail index differentiates between 5 face care categories and Hungarians spent more than HUF 18 billon on these in the December 2020-November 2021 period. Sales grew by 14 percent from the base period. Face mask: the market was worth more than HUF 2 billion in the analysed period. Value sales were up 24 percent and volume sales jumped 4 percent. Drugstores’ value share in sales was 95 percent. Face cleanser: between December 2020 and November 2021 Hungarians purchased face cleanser in the value of more than HUF 4 billion. Drugstores were responsible for more than 80 percent of value sales.

Face scrub: in the examined period value sales dropped by 6 percent and volume sales decreased by 7 percent. From every 10 forint spent on face scrub, 9 were left in drugstores. Cosmetic wipe: value sales were 19 percent lower than in the base period and 29 percent fewer packs were sold. Face and eye cream: value sales surged by 19 percent and volume sales jumped 26 percent. This segment generated the biggest value sales, with more than HUF 10 billion forints. Here manufacturer brands represented 90 percent of value sales.//