Cosmetics market prepares for Christmas

In value, the market holds its position. In personal body care, shower gels and deodorants are the two biggest sub-categories where special products, innovations and promotions push category sales forward. Economic recession was detrimental in the category, volume sales of shower gels, body lotions and deodorants fell (Source: Nielsen, January-July 2009), but in terms of value deodorants and body lotions managed to grow, although below the level of recent years. Baba managed to increase its market share. According to Tibor Veress, Unilever Magyarország Kft.’s trade category manager, this happened because consumers from both ends of the income spectrum choose Baba. In the past two years, the brand was modernised and introduced product groups targeting men and women. The brand’s family character was emphasized by family-size packagings and multipacks. Men’s cosmetics products are increasingly popular. According to MEMBR, roll-on, stick and natural spray sales augmented in the deodorant segment, together with shaving gels. Anikó Radosiczky, marketing manager of Trade 90 member of Sarantis Group says that men are least likely to switch brands and they buy the same brand for every purpose. The brand STR8 based its summer promotion on loyal and satisfied consumers, using POS materials and a complex website and microsite. Main products in the autumn-winter period are EDTs and shaving products, since these are practical presents. Anikó Radosiczky reveals that they come out with a low-price and a more expensive gift pack every year. Their new fragrance, STR8’s Challenger will be out in October. Marianna Éliás, Coty Hungary Kft.’s trade marketing manager tells us that their product portfolio covers numerous brands in several product categories. The company is present in different retail channels with different products, price strategies and messages. Adidas is one of the leaders in innovation, while in the mass category Playboy fragrances appeared in 4 versions: Hollywood, Miami, Vegas and Malibu. This completely new brand receives the biggest promotion support, with TV ads and TV programme sponsorship. Halle by Halle Berry is a novelty among semi-selective fragrances, available in 15- and 30-ml Eau de Parfum and Deo Natural Spray versions. Coty’s Astor brand generates the biggest value sales among decor cosmetics products, with Rimmel being one of the most dynamically expanding brands on the domestic market. Miss Sporty is market leader in the lower-price category.