Colour Cosmetics in Estonia

PRE-COVID-19 PERFORMANCE

Saturation and intensified competition constrain growth in 2019

Colour cosmetics saw current value growth across most product areas in 2019. However, there was negative growth within blusher/bronzer/highlighter, foundation/concealer, nail polish and polish remover, and several product areas witnessed some decline in volume demand.

Consumers show increased interest in e-commerce players in 2019

Beauty specialist retailers saw marginal growth in distribution of colour cosmetics in 2019 and is on a continuous slowdown as supermarkets expands and increasing numbers of consumers turn to e-commerce. Both supermarkets and e-commerce gained value share.

L'Oréal Baltic maintains clear lead in 2019, despite many of its brands losing share s

L'Oréal Baltic SIA maintained its unchallenged leading position in colour cosmetics in 2019, staying far ahead of its closest competitors. The company covers all price segment through a wide range of umbrella brands and is present within all colour cosmetics product areas.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to fall by 15% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

BB/CC creams are witnessing the slowest decline in both constant and current terms by a significant margin, with consumers more willing to spend on products that offer some skin care benefits in addition to cosmetic benefits. Polish remover and nail polish are the hardest hit within colour cosmetics.

Recovery and opportunities

Colour cosmetics is expected to recover quickly as restrictions ease and Estonians begin to enjoy going out again and socialising, as well as returning to the workplace. However, after an initial surge in demand due to consumers making replacement purchases, the category overall and most product areas within it will continue the slowdown in growth that began mid-review period.

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