Colour Cosmetics in Bulgaria

PRE-COVID-19 PERFORMANCE

Digital generation and influencer-led trends drive growth for colour cosmetics in 2019

Colour cosmetics was amongst the main growth drivers of beauty and personal care in 2019. Innovation fuelled strong beauty and fashion trends amongst Bulgarian consumers and contributed to dynamic sales growth.

Price-sensitivity remains high in 2019 despite growing interest in premium products

There continued to be highly polarised consumption patterns in colour cosmetics at the end of the review period, with many consumers being highly price-sensitive. While consumers were increasingly open to novelty and premium products continued to gain share, many consumers mainly focused on obtaining value for money and prefer affordable mass options.

L'Oréal extends lead with help of NYX and premium brands in 2019 but Avon struggles

L'Oréal remained a strong leader in colour cosmetics at the end of the review period, accounting for more than double the share of second-ranked Avon in 209 and continuing to gain share. The company continued to benefit from launching its NYX Professional store in Sofia in 2018, while the upper-mass NYX brand further expanded distribution in the year, with branded gondola displays in drugstores/parapharmacies such as Lilly Drogerie.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 16% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Most product areas across colour cosmetics are expected to see sharp double-digit retail volume declines in 2020 as a result of the COVID-19 pandemic. Nail products will see the sharpest decline, suffering not only from the closure of salons but also from the fact that many consumers only wear these products when away-from-home.

Recovery and opportunities

Following a disastrous 2020 for colour cosmetics as a result of the COVID-19 pandemic, retail volume sales are expected to gradually recover in 2021, as consumers resume socialising more away-from-home. This will support muted retail volume growth across most product areas for the forecast period as a whole, although nail products are expected to suffer from many becoming reluctant to visit nail salons in the wake of the pandemic.

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