Colour Cosmetics in Belgium

PROSPECTS

Millennials’ demand shifts to new mass brands

Colour cosmetics posted slight value sales growth in 2018. Performances of product categories within colour cosmetics were, however, very diverse.

Naturalness and “no make-up” trend helps boost sales of key colour cosmetics categories

Naturalness is one of the main trends in beauty and personal care, and it has had a strong effect on colour cosmetics. Indeed, this trend has translated in the “no make-up” trend.

Demand for natural and ethical products keeps growing

Increasing consumer awareness towards ethics and sustainability started to impact beauty and personal care significantly towards the end of the review period. This is particularly relevant in colour cosmetics, a category where, besides the trend towards natural ingredients and sustainable packaging, the “cruelty free” factor became very relevant too.

COMPETITIVE LANDSCAPE

L'Oréal Belgilux remains the leader but loses value share

Colour cosmetics in Belgium remains a rather fragmented category, dominated by the local subsidiaries of three French operators, namely L'Oréal, Yves Rocher Benelux and Parfums Christian Dior. L'Oréal Belgilux remains the leader, but suffers from consumers’ decreasing loyalty towards its mainstream brands both in mass distribution channels – for instance Gemey/Maybelline, which is aimed at younger women – and in premium brands such as Lancôme and Helena Rubinstein.

Specialist retailers’ brands and private label take off

In 2018, beauty specialist retailers’ brands continued to progress, namely NYX and Kiko Milano brands but also the small but rising make-up offering of the dynamic chain Rituals Cosmetics. Having emerged in Belgium in the middle of the review period, the cruelty-free and value-for-money brand also progressed over 2017 and 2018.

One notable domestic player is BE Creative Makeup

Domestic colour cosmetics brands, on the other hand, hold marginal positions, although one noteworthy local brand in the category is BE Creative Makeup, the Belgian beauty specialist retailer ICI Paris XL created a colour cosmetics brand with trendy packaging that in 2012.

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