Colour Cosmetics in Croatia

PROSPECTS

Riding the premiumisation wave

Colour cosmetics profited strongly from increasing disposable incomes in Croatia. This benefited the producers of premium colour cosmetics the most.

New ideas awaken interest

Products within colour cosmetics are now less promoted through traditional advertisements, and more through stories published online. Products are advertised through testimonials or tutorials, mainly by web celebrities and influencers.

Croatians are very much like average European consumers

Independent surveys have shown that a typical Croatian consumer has the same preferences, needs and habits as the average European when it comes to colour cosmetics. Young consumers start using colour cosmetics in their younger teens, usually experimenting with cheaper entry-level products.

COMPETITIVE LANDSCAPE

The dominance of international players

The competitive landscape shows how brand recognition boosts the sales of manufacturers. The top of the field in colour cosmetics is occupied by three multinationals, which owe their success to being recognised, whether through constant advertising, or word of mouth.

Almost no local presence

There is no mercy for weaker players, which are devoured by the bigger players, which reinvest large parts of their net income back into advertising. This intensive marketing circle scares off domestic players, as they have no financial reserves to bootstrap themselves into the competition.

A hostile market for economy brands

Although a pure economy player, Cosnova, has reported extraordinary success, with its Essence brand reaching second position and Catrice fourth in colour cosmetics in 2018, this is rather the exception. Economy brands have a hard time fighting against high brand loyalty and consumers’ tendency to buy branded products instead of no-name products.

Files are delivered directly into your account within a few minutes of purchase.