Colour Cosmetics in Bulgaria

PROSPECTS

Colour cosmetics achieves outstanding growth driven by increased product variety

Colour cosmetics was amongst the main growth drivers of beauty and personal care in 2018. Innovation in make-up fuelled intensifying beauty and fashion trends amongst Bulgarian consumers and contributed to the outstanding performance of colour cosmetics.

Intensifying beauty trends are evident among teenage consumers

Beauty and fashion trends were very strong amongst the teenager segment in Bulgaria in 2018. The young digital generation were much more exposed to social media and globalisation trends.

Mass products with a “professional” positioning are gaining in popularity

The growing popularity of make-up artists, influencers and vloggers in Bulgaria is creating demand for special, exclusive products with enhanced quality, durability and individualised features. With intensifying beauty trends and the vast availability of products and knowledge sharing, consumers have become more inspired and willing to produce the professional effect at home.

COMPETITIVE LANDSCAPE

L’Oréal Bulgaria’s new series NYX Professional boosts the company in colour cosmetics

In 2018, L’Oréal Bulgaria launched a new branded shop NYX Professional in Sofia. The upper-mass brand was well received by female consumers as trendy and fashionable.

Oriflame Bulgaria focuses on innovation in colour cosmetics

In 2018, Oriflame Bulgaria was very active in driving the consumption of colour cosmetics through frequent new launches and a narrow focus on the younger consumer segment. Innovation in products was inspired by the urban consumer lifestyle and need for prevention and efficacy.

dm Bulgaria expands in colour cosmetics

dm Bulgaria was the most dynamic beauty and personal care retailer in Bulgaria in 2018 and in the review period as a whole. The double-digit sales growth it has posted since 2016 is a result of increasing consumer flow and establishing a loyal consumer base.

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