Magazine: Beautiful, natural

According to data from L’Oréal Magyarország, decorative cosmetics sales grew in 2018 and 2019, in both value and volume. However, the growth rate decreased and is likely continue this trend in the years to come. 

Zsanett Sándor
trade marketing manager
L’Oréal Magyarország

Trade marketing manager Zsanett Sándor told our magazine: Sales of the Maybelline brand surged by 17 percent and it is currently the No.1 decorative cosmetics brand in the consumer product category. In the same category L’Oréal Paris is the strongest premium makeup brand: Sales are growing 10 times faster at 35 percent than the market average.

Beatrix Palincsár
sales and marketing director
Dovex

Beatrix Palincsár, sales and marketing director of Dovex Kft. reported that sales of their Chanel, Guerlain, Shiseido and Clarins brands are developing well. In the sales of the company’s luxury brands the face category is the biggest in terms of value. BB and CC creams, and tinted moisturisers are very popular, as they represent some kind of transition between makeup and skin care products. Sales of lipsticks and lip gloss products are growing the fastest, but volume-wise this segment is still small. Eye product sales rose, but there was a considerable sales decline in the nail category in recent years, as shoppers have turned to professional nail polishes.

Edina Forró-Tóth
customer marketing specialist
Coty Hungary

Coty Hungary Kft.’s sales increased in value and stayed put in volume in the market of decorative cosmetics in the last 12 months. The company’s experience is that higher-priced, special products are strengthening their positions in the market. Customer marketing specialist Edina Forró-Tóth informed that the Bourjois and the Max Factor brands had joined the company’s portfolio. She added that eye and face products are the best-sellers.

Péter Élő
business unit manager
Primőr Kozmetika

Péter Élő, business unit manager of Primőr Kozmetikai Kft. shared the news that their brands are performing above the category’s average. He too opines that eye products constitute the biggest segment, face product sales are growing the fastest and the nail category is shrinking.

Roland Kanyó, marketing and PR manager of dm Kft. told Trade magazin that sales by dm Kft. augmented in terms of both value and number of items sold. There was a dynamic sales growth in the lipstick and eyebrow segments. In the retail channels audited by Nielsen, dm has an approximately 50-percent value share in the decorative cosmetics market. 2018 was a successful year for Rossmann Magyarország Kft. and the drugstore chain also realised sales growth in the first 6 months of 2019.

Hajnalka Horváth-Tokaji
category manager
Rossmann Magyarország

Category manager Hajnalka Horváth-Tokaji revealed that one of the engines of growth was the increased distribution of brands belonging to the medium and high segments. She shed light on the fact that drugstores are responsible for 90 percent of decorative cosmetics sales.

Roland Kanyó
marketing and PR-manager
dm

Mr Kanyó explained that trendiness has a huge influence on shopper decisions. Online media has a positive effect on impulse buying. Mr Élő’s view is that global trends also affect consumption. A good example of this making products without animal testing – there is growing consumer demand for these. Ms Sándor mentioned that looking for new and new type of products is a key factor in buying decorative cosmetics: Only about 30 percent of shoppers say they are loyal to brands. Ms Palincsár reckons that being natural is another important product characteristic for consumers when buying decorative cosmetics.

Ms Horváth-Tokaji talked to Trade magazin about how consumers make their buying decisions: The main factors are whether they have already used the given product before, whether they know the product of the brand, whether there is a price discount offered and whether coupons can be used for a price reduction. Ms Forró-Tóth’s experience is that consumers are more willing to try new products/brands. More products are available to them than ever before. It is a new trend that shoppers would like to get the products instantly, so if a shop doesn’t have what they want, they choose a substitute.

L’Oréal Magyarország: It was the Maybelline brand that established the mascara category, so it isn’t surprising that demand from Maybelline products is the biggest for mascaras, mainly for the Colossal product line. One of the L’Oréal Paris brand’s most successful products is the True Match foundation. A makeup collection created in cooperation with the Karl Lagerfeld fashion house debuted in early October. Primőr Kozmetikai Kft.: The company is the distributor of the Physicians Formula hypoallergenic decorative cosmetics brand. From these products the most popular is the bronzer Murumuru. Under the Artdeco brand the new Glamtopia collection appears in shops early November. The brand’s most popular product is still Eyeshadow Base.

Dovex: Chanel is about to launch a new collection in the lipstick segment. Rouge Allure Ink Fusion is a new-generation liquid lipstick. Foundation product range Guerlain Parure Gold consists of products that contain gold pigments. Shiseido enters the foundation market with the Synchro Skin Self Refreshing product line. Coty Hungary Kft.: Mascaras, foundations and lipsticks are the company’s most popular products. The Healthy Mix product range has been a stable pillar of the Bourjois brand for years. Max Factor 2000 Calorie mascara and Rimmel Lasting Finish foundation are also top sellers. Miss Sporty nail polishes have been very popular for years.

Rossmann: At the drugstore chain’s so-called silver weekend almost each decorative cosmetic brand will be available at 25 percent lower prices. Certain brands such as EVELINE, Alterra and Vivienne Sabo are exclusive to the Rossmann chain. dm: Mascara is the most popular product in dm stores, so it isn’t surprising at all that early October they put a trend IT UP sensitive mascara product on the market. //