Colour Cosmetics in Finland

PROSPECTS

Value of colour cosmetics will grow faster than volume in the forecast period

Healthy growth in colour cosmetics in Finland in 2017 was due to various reasons. Firstly, several areas such as “other” eye make-up and foundations/concealers saw prominent innovative launches.

Facial make-up is expected to achieve the best growth

Facial make-up, which was mature during the review period, was experiencing a renaissance in 2017. There were new product types that revived volume sales.

Traditional premium brands will be challenged by affordable premium products and mass brands with upper price bands

Premium products grew at the same rate as the total category. However, traditional premium brands faced challenges from an increasing selection of premium brands.

COMPETITIVE LANDSCAPE

L’Oréal Finland’s lead strengthened with the launch of NYX

L’Oréal Finland strengthened its sales share lead with various launches in both the mass and premium categories. Maybelline and L’Oréal Paris were its leading mass brands.

The second-ranking local Lumene relaunched its colour cosmetics portfolio in 2016-2017

Lumene restructured its colour cosmetics portfolio in in 2016-2017. All packaging was redesigned and in many lines the names and positioning were also changed.

Private label is underdeveloped in colour cosmetics, but likely to improve its position

Private label selection in colour cosmetics has been somewhat underdeveloped in Finland. Grocery retailers are focusing on selling economy brands rather than launching their own private label lines.

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