Colour Cosmetics in Austria

PROSPECTS

Growing daily usage boosting sales

Sales of coloured cosmetics continued to grow over the review period in Austria. According to a recent study, a large number of consumers are using colour cosmetics on a daily basis.

Colour cosmetics for men to gain momentum

While the number of women using colour cosmetics on a daily basis is expected to remain high, demand is also expected to grow among men. Indeed, according to surveys in 2017, men are expected to account for some 15% of all colour cosmetics sales.

Natural and organic certification to become increasingly important

Another reason for growing usage of colour cosmetics among Austrians is the increasing presence of natural products in leading health and beauty specialist retailers across Austria. This is closely related to rising health consciousness, with consumers showing growing interest in regular physical activity and their diets.

COMPETITIVE LANDSCAPE

Big global producers and brands lead colour cosmetics

Leading global producers like Coty Prestige Austria, L'Oréal Österreich and Cosnova continued to lead colour cosmetics sales in 2017, profiting from consumer preference for global quality brands. Although the area remains highly fragmented, the top three players managed to compete for sales share with globally known brands like Maybelline, Max Factor, Essence, Catrice, Astor, and L'Oréal Paris.

Continued focus on new product launches

The main focus of leading producers of colour cosmetics will be new product launches that meet future consumer demand and trends. For instance, more new launches of natural colour cosmetics, as well as new colour cosmetics for men are expected.

Domestic and private label ranges to continue to see moderate performance

Domestic manufacturers are not very influential in colour cosmetics in Austria, while private label ranges account for only a moderate overall value share. While consumers in Austria have trust in private label products, they mainly opt for high quality colour cosmetics, with private label ranges struggling to compete with big global brands.

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