Colour Cosmetics in Croatia

PROSPECTS

Pads as applicators for powder

Powder has seen different types of application methods over the review period, now with pads that contain powder inside them. The main benefit of this type of product is convenience, because pads can be used on the go.

Premium wave attracts new brands

Increasing disposable household income has prompted interest in premium brands, with L'Oréal Adria doo benefiting strongly and posting double-digit sales growth in 2017. Croatia has finally seen one of L’Oréal’s recently acquired brands, NYX Professional Cosmetics, open a store in downtown Zagreb.

Croatian consumers blend into European landscape

Following independent research on consumer behaviour in colour cosmetics, the conclusion is that Croatian consumers of beauty and personal care do not differ much from the European average. Young consumers, notably late teens (but becoming earlier every year), start their journey through life with colour cosmetics.

COMPETITIVE LANDSCAPE

Colourful activity in new product development

Colour cosmetics has been awash with new launches from numerous companies. Economy umbrella brand Catrice, in decline due to premium’s offensive, tried to strengthen its position with ICONails gel lacquers, nail polishes enriched with açaí oil.

After years of expectation, Avon’s Mark finally here

Regular buyers of Avon products were aware of the existence of the Mark brand, but it failed to find a way into the Croatian market. Finally, in 2017, Mark appeared in Avon’s catalogue, offering a wide array of products, from facial foam pads, lipsticks, pencil eyeliners, mascara, foundations, lipsticks, lip glosses, to nail polish, blushers, eyeshadows, eyebrow shaping products and make-up fixing sprays.

“Small and round”

Lip care has been shaken up by the new format offered by Beiersdorf doo - Labellino. Smaller and round-shaped, it shows how packaging and all ancillary features are crucial for sales of lip care.

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