Colour Cosmetics in Finland

PROSPECTS

Facial make-up benefits from trend towards flawless skin

Colour cosmetics saw slightly slower growth in current value terms in 2018 with some consumers switching their attention to skin care. Nevertheless, the strong trend towards flawless skin continued to drive growth in colour cosmetics too, with BB/CC creams the most dynamic category in 2018.

Eye make-up sees consumers trading up

Eye make-up remains a key focus for Finnish women. This is partly due to the freezing winter temperatures when women are forced to wrap up, sometimes leaving only their eyes exposed.

Social media a key growth driver

Social media is a key driver of make-up trends in Finland with online tutorials on platforms such as YouTube proving popular. For example, social media was partly behind the contouring trend which helped to drive growth in blusher/bronzer/highlighter at the end of the review period, while it also attracted interest in Korean products through make-up tutorials.

COMPETITIVE LANDSCAPE

New brands perform well for L'Oréal

L'Oréal Finland Oy retained a healthy lead in colour cosmetics in 2018 thanks to its large portfolio of products. The company offers the popular Maybelline and L'Oréal Paris brands, along with the leading premium colour cosmetics brand Lancôme.

Limited editions prove popular

Cosnova GmbH was one of the most dynamic players in 2018 with its Essence and Catrice brands both seeing strong growth. Catrice has gained attention with its range of limited edition products, which help to create a feeling of exclusivity.

Lumene struggling following portfolio relaunch

Local player Lumene Oy retained second place in colour cosmetics in 2018, despite seeing a significant decline in current value terms. The company relaunched its colour cosmetics portfolio over 2016-2017 with it dropping some products such as its Lumene Natural Code line, which was targeted at younger girls, while introducing new lines such as its Lumene Nordic Girl! Although the company upgraded its packaging, design and brand positioning this was accompanied by an increase in prices.

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