Brands under the Christmas tree

This article is available for reading in Trade magazin 2025/8-9.

Linda Takács
head of 
Beauty & Personal Care
Unilever Magyarország

Linda Takács, head of beauty and personal care at Unilever Magyarország Kft. cites NIQ data to tell: in the 2024 Christmas season significantly fewer cosmetic gift sets were sold in terms of volume (-10%), but owing to 9% higher prices value sales decreased by only 1%.

“In the current economic environment consumers are increasingly promotion-oriented. Sales peak in December, just before the holidays, when discounts of at least 20% are usually available”,

she explains.

When making a choice, shoppers first consider the brand, then the price and finally the contents of the set. A wide range of products is planned for the 2025 season: the tried-and-tested toiletries sets are making a comeback, with one popular Axe set including wireless earbuds for younger consumers. Dove’s premium editions will feature a bamboo basket, while Dove Men+Care will include a toolbox as an extra surprise.

More and more people are choosing to buy their Christmas packages specifically during promotional periods

Value and experience

Bianka Tóth-Perge
trade marketing
manager
L’Oréal Magyarország

Bianka Tóth-Perge, trade marketing manager of L’Oréal Magyarország Kft. reports that there is stronger emotional attachment to Christmas gift sets on the domestic market than in neighbouring countries. Hungarian shoppers don’t view these selections as simply practical, last-minute surprises, but as gestures that can bring real joy.

“Domestic consumers appreciate solutions that are more personal, create a festive atmosphere and offer real added value. Environmental awareness is also increasingly important, with growing interest in reusable or recyclable packaging”,

informs the trade marketing manager.

Classic combinations such as the Elseve Hyaluron Plump shampoo, conditioner and care spray trio, or Garnier Micellar Water are among the best sellers. In 2025 the company wishes to appeal to new customers with its premium face and hair care offerings.

Many have limited their holiday gift-giving to their most intimate family and friendship ties

Tuned to the season

Éva Szimeiszter
head of purchasing
Rossmann Magyarország

Each year the Christmas period is especially important for Rossmann Magyarország Kft., with cosmetic gifts generating a large proportion of sales. These are followed by non-food selections such as decorative items, candles, and candy and coffee-based compositions, which are growing in popularity year after year.

“We strive to ensure that everyone finds the perfect surprise for them, whether it is a classic item or something new. Our priority is to make holiday shopping a joyful experience”,

says head of purchasing Éva Szimeiszter.

Beauty sets are primarily purchased as gifts, but more and more people are also choosing them for their own use, as they offer better value for money than buying the products separately. There is also great interest in premium-looking editions with gifts or toiletries bags.

Many sets, one goal

Nóra Fehér
assortment manager
dm

In 2024 dm Kft. offered nearly 300 different Christmas gift sets and it is preparing with a similarly large selection for the 2025 season. The assortment features 30 own brand collections, including Balea, Alverde and dmBio products, which are very popular. Product selections for women accounted for almost half of total sales. Men’s packages realised a quarter of sales, while children’s ranges had a 5% share last year.

“Purchasing habits show that consumers are looking not only for practical gifts, but also for experience-based surprises that combine an attractive appearance with good value for money”,

underlines assortment manager Nóra Fehér.

The most popular price segment is between HUF 2,000 and HUF 2,999, which dominated in both the women’s and men’s selections, but there was also considerable interest in products priced above HUF 5,000.

Hungarian consumers appreciate solutions that feel more personal, evoke a festive atmosphere and offer added value

Advent reimagined

Volker Quantz
head of quality brands
Müller

Müller has seen extremely strong holiday sales on the gift set market for years, especially in the perfumery and drugstore categories. In 2024 more than 70,000 sets were sold during the Advent season, and 7 of the 10 best-selling sets were for men. For 2025 the company calculates with selling around 23,000 sets in the perfumery segment alone. Müller’s own Advent calendar concept, which presents small-sized products in creative packaging, is now in its third successful year.

“We want customers to be able to give not just objects, but experiences during the festive season. We offer exciting and sophisticated options for every target group, whether it is fragrances, chocolate or a creatively designed calendar”,

we learn from Volker Quantz, head of Müller quality brands.

The company’s own brands such as Body & Soul, Terra Naturi, AVEO, Pflanzenkosmetik, CV and Teestube are key elements of the seasonal portfolio. Today not only classic beauty or chocolate Advent calendars are available, but also combinations that include snacks, healthy sweets, room fragrances, toys or mini drinks.