Serums here, active ingredients there

By: Budai Klára Date: 2024. 05. 07. 11:25

Traditionally women’s facial care products have been surrounded by greater interest, but as men’s skin care habits have changed in recent years, cosmetics for men are increasingly in the centre of attention.

This article is available for reading in Trade magazin 2024/5

The make-up category is changing, with a focus on naturalness, ease of application and long-lasting effects. Shoppers appreciate products that not only offer aesthetic benefits, but also nourish and protect the skin.

Strengthening men’s facial care

In the facial care category L’Oréal Magyarország has launched three serums under the Mixa brand, called Mix&Match. Analysing NIQ data, trade marketing manager Péter Tóth reports that men’s facial care could grow in both value and volume in 2023 – by 24.7% in value and 17.1% in volume.

Péter Tóth
trade marketing
manager
L’Oréal Magyarország

“The facial care category underwent strong growth in recent years, with new segments, trends and brands emerging in Hungary, which also have an impact on men’s facial care”,

explains Péter Tóth.

Drugstores dominate among sales channels, representing approximately 92% of the market last year. L’Oréal has just introduced a 10% pure vitamin C and a hyaluronic acid serum for men in different product lines. Last year saw the arrival of a completely new range called Barber Club, with shower gel, deodorant, face and beard care, and styling products.

Facial care and decorative cosmetics

Primőr Kozmetikai Kft.’s view is that the decorative cosmetics market is gaining new momentum after the Covid period.

Bettina Kovács
trade marketing
manager
Primőr

“In times of crisis consumers tend to buy decorative cosmetics, often impulsively, and sales figures indicate that this effect is currently contributing to the category’s growth”,

says trade marketing manager Bettina Kovács.

She adds that decorative cosmetics has always been a drugstore-focused category, but e-commerce is also an increasingly important channel for established products. In the cosmetics category the company is present with the essence, Catrice and Makeup Revolution brands. With essence and Catrice it is great value for money and the monthly launch of limited editions help the brands to deliver great results.

The make-up category is changing, with a focus on naturalness, ease of application and long-lasting effects

A booming category

Anti-ageing products accounted for a quarter of total facial care category sales in dm stores in 2023. Preserving the youthfulness of the skin, wrinkle reduction and lifting has been a prominent trend in facial care.

Fehér Nóra
szortimentmenedzser
dm

“It is important to note that most brands have an anti-ageing range, and often these products are the most successful within the overall brand”,

says assortment manager Nóra Fehér.

Dm’s own Balea Q10, Balea Vital, Balea Beauty Collagen and Balea Beauty Expert lines are very popular, as each of them has a different combination of active ingredients to help fight or prevent wrinkles.

Nóra Valkó-Fekete
assortment manager
dm

Assortment manager Nóra Valkó-Fekete provides information on the decor category. Their latest products are the trend !t up Nail Foil, tiUP Eyelashes, tiUP Eyebrow Soap and s-he colour&style Volume Lip Booster.

Ildikó Tóth
assortment manager
dm

“Sales of facial care products specifically designed for men represent only a fraction of those for women. This doesn’t mean that male customers don’t choose the right face cream for them from the women’s range”,

says assortment manager Ildikó Tóth.

A routine-based approach

In the second half of 2023 Rossmann increased and restructured the assortment of its facial care category and created a new concept store. This new concept was extended to the entire store network in 2024.

Mariann Mitykó
categpry manager
Rossmann Magyarország

“There is a stronger focus on routine facial care, which means that it is no longer enough to put a single product on market: we need to think in terms of complete routines in product development. It is also important that the product range should provide a complete facial care solution for a given problem”,

emphasises Mariann Mitykó, category manager of Rossmann Magyarország Kft.

Az öregedésgátló készítmények továbbra is nagy népszerűségnek örvendenek

Hajnalka Horváth-Tokaji
senior category manager
Rossmann Magyarország

“In the decorative cosmetics category, we continued to focus on making the assortment as colourful as possible in 2023, and we make attractive offers to our customers”,

says Hajnalka Horváth-Tokaji, senior category manager at Rossmann Magyarország Kft.

With Rossmann-exclusive brands such as Rival Loves Me, Alterra, Ardell, NYX, Nora Beauty, Eveline, Revuele, Keve and Isana, the company uses special marketing strategies to develop the brands. //

Super active ingredients for tired skin

Orsi Tapasztó, science ambassador of Helia-D has collected the active ingredients that can help you to have a lush and vibrant complexion. The superpowers of caffeine and green tea extract have been proven in facial care too. They can also be found in Helia-D Cell Concept Eyebrow Booster.

“Proper hydration is necessary for combined skin or skin that is prone to be oily in certain areas. It is a misconception that drying products, such as those with high alcohol content will solve the problem of excessive sebum production, as in reality they encourage the skin to produce even more sebum. Hyaluronic acid and niacinamide have excellent water-binding properties and can help with many skin problems”,

says Orsi Tapasztó.

She adds that vitamin C has been a staple in her morning routine for years, as it is one of the best antioxidants. Vitamin C can dry the skin somewhat, so the moisturising power of hyaluronic acid complements it perfectly. //