Show me your face, …!

This article is available for reading in Trade magazin 2023/5

NielsenIQ data show that both value and volume sales increased in the women’s facial care category in Hungary in 2022.

Viktória Szabó
senior brand & shopper activation manager
Johnson & Johnson

Viktória Szabó, senior brand and shopper activation manager (Neutrogena) of Johnson & Johnson:

“The main channel for purchasing facial care products is drugstores, which strengthened its position further last year”.

Online shopping is more and more popular in this category too.

Innovations from Retinol

At Johnson & Johnson, the hydrating gel and gel cream of the Neutrogena Hydro boost range are the two most popular moisturisers. Among anti-wrinkle products Retinol boost night cream – which came out last year – is the favourite of shoppers.

This year the company added two new innovations to the Retinol boost range: these Retinol boost+ products contain a higher proportion of pure retinol.

Szilvia Szládek
head of marketing
Helia-D

Szilvia Szládek, head of marketing at Helia-D:

“Ingredient-focused products are increasingly popular in Hungary too, for instance serums containing retinols, peptides or vitamin C in high concentration. Retinol is so popular that according to our survey, 85% of Hungarian women know what it is”.

Refreshed image

2022 was a successful year for Helia-D, as sales revenue in the facial care category exceeded the 2021 level by 18%. In the category serums produced the biggest growth, thanks to the introduction of the Cell Concept serum range. This year the image of the Helia-D brand is going through a renewal: the different ranges will get a fresh, clear look, one after the other. The renewal process starts with the Hydramax cream gel range, which will be introduced in partnership with Olympic swimmer Zsuzsa Jakabos in April.

Petronella Mohos, brand manager of Presto-Pilot Kft.:

“Facial care accessory use – face masks and eye masks – is more and more frequent. Conscious skin care involves sun protection, so demand is also on the rise for wide spectrum and high SPF sunscreens”.

Customers of facial care products are growing more and more conscious and informed

Following the consumption trends

Petronella Mohos
brand manager
Presto-Pilot

Presto-Pilot Kft.’s brand manager explained that reacting quickly to the rapidly changing trends is essential in the cosmetics industry. Some of the company’s most popular cosmetics are the ingredient-focused Natura Siberica Lab Biome facial care products. This range includes various serums, sun protection hydrating and peptide face creams, and eye masks.

Consumers also like the vitamin C containing Oblepikha C-Berrica facial care products of the Natura Siberica brand.

Dr. Organic creams that contain snail gel have been the company’s best-sellers for years. Presto-Pilot Kft.’s latest product lines are the Ecoforia facial, hair and body care ranges.

Self-pampering comes to the fore, multi-step facial routines spread

How do we choose?

Nóra Fehér
assortment manager
dm

Nóra Fehér, assortment manager of dm Kft.:

“The challenge for manufacturers is to be able to learn about the latest facial care trends and consumer needs, and to react to them as soon as possible. Shoppers now prefer fragrance- and harmful material free, pure products, with high active ingredient concentration”.

Facial care product buyers wish to satisfy some kind of special need. The number one product choice factor is function, but a growing number of consumers are deciding which product to purchase based on the ingredients. Multi-phase facial care routines are also becoming trendy.

In the facial care category sales by dm increased above the drugstore channel’s average, and dm’s market share is between 55% and 65%. Ingredient-focused and pure products are very popular in dm stores, with the Revox B77 and the Geek&Gorgeous brands realising considerable sales growth. In the spring of 2023 dm’s facial care assortment is undergoing a renewal, with several new products added to the current selection. //

Visible growth in the facial and anti-wrinkle cream category

Guest writer:
Misheel Baigalkhuu
junior analytic insights associate
NielsenIQ

Facial and anti-wrinkle cream, and facial plaster sales jumped 32% in value, as shoppers spent nearly HUF 4bn more on these products. Volume sales grew by a spectacular 81%, because 340,000 litres more cream was sold in the examined period. Drugstores realised 93% of sales and 91% of products sold were branded products. Sales of face cleansers didn’t stop to grow either: HUF 5bn sales were realised in the second biggest facial skincare category audited by NielsenIQ, which meant a 23% growth; volume sales developed by 3%. Drugstores were responsible for 86% of value sales.

Face scrub was sold in the value of HUF 428m and this sum was 10% bigger than in the base period. Volume sales increased by 1,000 litres, which constituted a 3% growth. The majority of sales, 91% occurred in drugstores and branded products dominate in the category. Face masks represent a HUF 2bn market and sales were up 11% in value, but volumes sales reduced by 2%. This is also a highly concentrated category with 95% of sales realised in drugstores. Branded products had a 70% market share. In the HUF 1bn cleansing wipe market shops not bigger than 200m² were responsible for 33% of sales and drugstores had just a little smaller share of the market.//