Colour Cosmetics in Argentina

PROSPECTS

Colour cosmetics records the best performance in beauty and personal care

Colour cosmetics registered a significant expansion in retail volume terms in 2017, and it was the best-performing category in beauty and personal care in Argentina in the year. The launch and the greater variety of cheap products turned out to be key in a complicated economic context.

Lip products leads the growth of colour cosmetics

In 2017 lip products registered the best performance in retail volume terms, boosted in part by the "selfie generation" and the need to always wear make-up for the photos. The bright and strong colours are the most demanded, although lighter shades are slowly rising in importance.

An increasingly demanding public wants additional benefits

The Argentinian consumer is increasingly demanding when buying colour cosmetics, and companies strive to attract their attention by presenting innovative products. The companies have made an effort to launch products that have additional benefits such as a greater concentration of pigmentation in lip products, greater shine and nutrition in nail products or multiple features in facial make-up.

COMPETITIVE LANDSCAPE

Direct selling companies lead sales

Direct selling companies comfortably lead sales of colour cosmetics. Cosméticos Avon SACI ranked first in 2017 with a broad product portfolio that allowed it to be the leader in eye make-up and lip products, while in nail products it ranked second behind Coty Argentina SA.

Direct selling companies become multichannel

The most important companies in value sales terms in colour cosmetics, Cosméticos Avon SACI and Natura Argentina SA, have revolutionised their sales strategies by becoming multichannel. Natura developed in March 2017 a website so that consumers can buy its goods online.

Internet retailing and a promising future

Sales through internet retailing will register by far the best performance over the forecast period. In the last years of the review period, many companies laid the foundations to expand through online sales, and many more are expected to join the internet retailing channel in the short term.

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