Colour Cosmetics in Estonia

PROSPECTS

BB/CC creams registers the highest growth in colour cosmetics

BB and CC creams continued to see the highest growth in colour cosmetics in 2017. These products appeal to consumers with their multiple benefits – they provide light coverage together with skin moisturising properties.

Premium colour cosmetics are growing faster than mass

Compared to the previous year, value sales of premium cosmetics increased faster than those of mass colour cosmetics by several percentage points in 2017. Faster growth of premium colour cosmetics can be explained by rising average disposable income, which has made premium products more affordable.

Consumers increasingly buy colour cosmetics online

With an expansion of internet retailing, online sales of colour cosmetics are growing. Estonians buy colour cosmetics not only from local e-shops, but also order products from abroad.

COMPETITIVE LANDSCAPE

L’Oréal maintains its outright lead

In 2017, L’Oréal continued to account for nearly half of all value sales of colour cosmetics. Compared to the previous year, the company’s share slightly dropped as smaller players increased their presence in the category.

Direct sellers hold leading positions in colour cosmetics

In 2017, Oriflame and Avon ranked third and fourth in colour cosmetics. Compared to the previous year, the value share of both of these companies slightly dropped, but they continued to appeal to consumers with heavy promotions and new launches.

Newcomer NYX more than doubles its value share

Although ranking only 12th in colour cosmetics, the brand NYX Professional Make-up is quickly gaining popularity, especially amongst millennials. Compared to 2016, NYX doubled its small value share in 2017.

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