Colour Cosmetics in Denmark

PRE-COVID-19 PERFORMANCE

Negligible category growth overall, but sales of facial make-up rise on the back of popular BB/CC creams

Colour cosmetics overall suffered from muted growth in 2019, but the category did boast several bright spots, including premium products. In particular, the robust growth of premium BB/CC creams boosted facial make-up and highlighted the ongoing popularity amongst consumers of effective, multifunctional products.

E-commerce becomes an important channel in colour cosmetics

While sales of colour cosmetics via e-commerce continued to grow in 2019, traditional distribution channels, such as grocery retailers, beauty specialists and mixed retailers, saw growth slow or, in some instances, decline. The growth of the e-commerce channel in the category was fuelled by the growing number of online retailers offering colour cosmetics, as well as by the vastly improved online platforms and customer services offered by established online retailers.

Bolstered by popular brands, L’Oréal Danmark maintains its lead in colour cosmetics in 2019

L’Oréal Danmark retained its strong lead in colour cosmetics in 2019, a position it has held throughout the review period; on the other hand, the company has experienced a series of slight declines in value share over that same period. In addition to its extensive distribution network and considerable marketing prowess, L’Oréal Danmark continued to rely on its bevy of widely-recognised and trusted brands, including L’Oréal Paris, Lancôme and Maybelline.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 11% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to the stagnant growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Nearly all major colour cosmetics product areas are expected to see dramatic, double-digit declines in value at constant 2019 prices in 2020. Volume sales for nearly all product area are also expected to record significant falls throughout the remainder of the year as consumers spend more time at home.

Recovery and opportunities

Despite sharp declines in 2020 due to the COVID-19 pandemic, both volume sales and value sales at constant 2019 prices of most colour cosmetics are projected to begin to recover in 2021 and to continue recovering slowly throughout the remainder of the forecast period as consumers spend considerably more time outside of their homes, whether at work, while socialising or otherwise spending time outside. On the other hand, the return to normalcy and ongoing steady growth in the category is expected to be very gradual, as many consumers reconsider many of their beauty habits and regimens.

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