Colour Cosmetics in Denmark

PROSPECTS

Facial make-up records the strongest growth

The moderate growth in colour cosmetics in 2018 was largely driven by a solid performance in facial make-up. The natural look, which is popular among Danish women, led to declining demand for products such as nail polish and lipstick as some consumers view strongly coloured nail polish and lipstick as somewhat unnatural.

Trends can change rapidly

Demand for colour cosmetics is driven by the latest trends which can change relatively rapidly, influenced by social media, bloggers and other trend setters. However, the overall trends are expected to continue over the forecast period leading to a strong performance for facial make-up.

Premium colour cosmetics achieves strong growth

Premium colour cosmetics performed well in 2018 as consumers became more willing to invest in premium products, supported by the strong Danish economy and growing consumer confidence and spending.

COMPETITIVE LANDSCAPE

L’Oréal Danmark maintains its lead

L’Oréal Danmark remained the leading player in colour cosmetics in Denmark in 2018 ahead of Estée Lauder Cosmetics and E Sæther in second and third place, respectively. The three leading players continued to expand their combined value share in 2018 as they market some of the most popular colour cosmetics brands in Denmark, including L’Oréal Paris, Mac and Max Factor, which all enjoy high levels of brand recognition and strong distribution networks in both retail and online channels.

New players expected

It is expected that the three leading players will continue to closely monitor market trends and introduce new products over the forecast period in order to maintain their leading positions. Consequently, it is unlikely that any major shift will occur in the competitive landscape.

Internet retailing becoming increasingly important

With many distribution channels such as traditional grocery retailers and department stores witnessing declining value shares in colour cosmetics, internet retailing recorded the strongest growth over the review period and in 2018. This was fuelled by a growing number of online retailers as well as improving customer service, with many online stores offering free delivery and returns, which is a relatively new phenomenon in Denmark as postage charges are relatively high.

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