Serums here, active ingredients there

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

Mariann Mitykó
categpry manager
Rossmann Magyarország

Az öregedésgátló készítmények továbbra is nagy népszerűségnek örvendenek

Hajnalka Horváth-Tokaji
senior category manager
Rossmann Magyarország

Super active ingredients for tired skin