Colour Cosmetics in Belgium

PROSPECTS

New consumers to break away from the codes of the previous generations

The outlook remains uncertain for sales of colour cosmetics in Belgium, although it depends on the types of brands and channels. The main uncertainty comes from the millennials, the so-called “selfie generation”.

Ongoing success of the foundation/concealer-mascara tandem and BB/CC creams

Driven by the “no make-up” trend, which is an echo of the shift towards an emphasis on natural and healthy beauty, only three products should post appreciable growth in coming years. BB/CC creams could continue to attract new consumers in Belgium, as there is a growing trend towards having a natural facial complexion, which is one of the features of BB/CC creams.

“Less is more” natural and ethical products

The trend of “less is more” is likely to combine with the current “no make-up” trend. Belgian women should consume fewer colour products and use colour cosmetics in a more reasonable and ethical way, with rising numbers of brands promoting cruelty-free, vegan, mineral and even organic make-up – for instance NYX, Urban Decay, Essence, Nars, Too Faced and BoHo Green Make-up, etc.

COMPETITIVE LANDSCAPE

L'Oréal Belgilux remains frontrunner but bears brunt of fragile loyalty

Colour cosmetics in Belgium remains a fragmented category, dominated by the local subsidiaries of three French operators, namely L'Oréal Belgilux, Yves Rocher Benelux and Parfums Christian Dior. The former remains the absolute leader, but nonetheless logically bears the brunt of the fragile loyalty to 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.

Leading mass brand L’Oréal Paris nevertheless progresses well in 2017

However, the company’s leading mass brand L’Oréal Paris managed to progress in 2017, which was a real feat for a line with such a masstige positioning, targeting upper/middle-income women aged between 35 and 50. This notably stemmed from the success of Paradise Mascara and X-Fibre Mascara in 2017 and before this, Nude Magique Cushion in concealers/foundations in 2016.

Specialist retailers’ brands and private label take off

The year 2017 confirmed the ongoing progression of specialist retailers’ brands, more particularly the aforementioned 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 elf from the e-tailer elf cosmetics also progressed over 2016/2017.

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