More colour in domestic market of decor cosmetics

Hungarian women tend to use less make up than women in neighbouring countries. Mainly foundation cream and mascara are used, while coloured products like lipstick are not very popular. According to Gerda Witsch, brand manager of Maybelline , the size of the Hungarian decor market is estimated to be around 22 million units per year and shows 10 per cent annual expansion. Drugstore and hyper market chains keep launching new private label products. For example, Drogerie Markt which holds a 50 per cent market share, launched its s-he stylezone private label in Hungary in 2004. This innovative brand now offers 250 products. Skin care and hydrating functions are increasingly important in decor cosmetics as well. Functional ingredients include minerals, vitamins and other substances used in pharmaceutical products. Firming and reducing wrinkles have become a priority. − A tanning effect, hydration and covering skin problems are the primary requirements for foundation creams – explains Zsuzsanna Bakos, trade marketing manager from Coty Hungary. Practically all Hungarian women carry foundation cream and mascara. These basic products account for a quarter of all sales in terms of quantity, in the market of decor cosmetics. −Though coloured products are not very popular yet, consumers are expected to become more open to these in the future. According to dm statistics, nail polish and lipstick (lip gloss in the summer) are also becoming basic products. While older age groups use lipstick, younger women prefer lip gloss even in cold weather. Innovation is continuous in this category. Maybelline launched its Watershine Elixír lipstick last summer, in packaging which was regarded as revolutionary. Coty launched its new lipstick this spring and also introduced a hydrating-energising foundation cream and a trendy mascara. The colour of nail polish is chosen by most women to harmonise with their dress. As toe nails are also polished in the summer, sales show drastic expansion in this season. An enormously wide range of colours is available from all brands. Astor has always been strong in the nail polish category, owing to continuous innovation. Miss Sporty by Coty is the market leader in terms of volume. Demand for professional home manicure products is evolving. Astor launched a product line intended specifically for this purpose last autumn, which is available in 120 dm stores. Brand loyalty is low in the market of decor cosmetics. The proportion of impulsive purchases is high and customers are open to innovations. Apart from price, quality and colour are also important criteria in purchasing decisions. Maybelline and L'Orèal Paris decor products are available in most supermarket and hyper market chains, but drugstores remain the primary distribution channel.