Magazine: Women apply makeup even during recession time

Decorative cosmetics is characterised by a complex portfolio, with lots of products per brand – we learned from Viktória Etter, public relations coordinator with Coty Hungary Kft. Coty’s portfolio is really strong, covering 40 percent of the decorative cosmetics market with its products.

Recently the company acquired brands such as Manhattan, New York Color, Sally Hansen and OPI. Coty is present in all price segments and offers a wide range of products to women in different age groups. The decorative cosmetics market is currently going through a restructuring process: more new brands enter the market than ever before (Essence, Lovely, New York Color, Catrice), especially in the low-price category. These brands pulled the market towards selling cheaper products. This shift affected retail channels as well, for instance drugstores implemented great changes in their assortment and product presentation. dm displays the products of different brands on uniform furniture, which makes the product selection easier to survey for customers. Of course this also means that brands lose the advantage of easily recognisable own displays. Rossmann also rearranged its portfolio and as a result many brands lost distribution. Another important trend that generates changes is the demand for natural products. Annamária Marinova, product manager with Presto-Pilot Kft. told Trade magazin that organic/natural decorative cosmetics products are not so widespread yet but they do have a place under the sun – it is enough to think of how many people have allergies or sensitive skin. Presto-Pilot Kft. is the distributor of Annemarie Börlind products, which are made with vegetable ingredients of organic origin. If we look at sales data of individual segments, we can see that the ‘eye’ category represents 36 percent of the market and within this mascaras realise 50 percent of sales. The ‘face’ category represents 28 percent of volume sales, from which 80 percent is from foundations – it is important to mention that in value this is the market leading segment. 12.6 percent is the share of the ‘lip’ category and ‘nail’ represents 11 percent. Presto Pilot Kft. puts two collections on the market every year, in the autumn and in the spring. Currently Annemarie Börlind products are available in Douglas perfume shops and many Müller drugstores. Products are placed on their own decor stand and shoppers can try all of them. All of Coty’s brands are characterised by innovation and the company also uses partner-specific offers to promote products. One of these is the ‘hot spot’ tray, on which innovations and focus products are placed; in secondary placement they offer special product selections.