Colour Cosmetics in Germany

PROSPECTS

Colour cosmetics continues to grow

Colour cosmetics is already a well-established category in the country, with many players, both foreign and German, offering a wide variety of products. However, there are still various avenues for growth, and its positive performance continued in 2018.

Natural perfectionism

From the trending photographs posted on Instagram, specific trends were evident in the beauty look of 2018. The first was polished and smooth skin, which explains the importance of foundation/concealer and highlighter, which are used for contouring.

Tough times for nail products

The growth of nail products slowed down over the last five years. One of the reasons for this was the wide availability of professional salons and at-home nail salons offering services at bargain prices.

COMPETITIVE LANDSCAPE

L'Oréal sees share decline despite sales growth

The leading company in colour cosmetics in value terms remained L'Oréal Deutschland in 2018, and although it saw sales growth, it saw a share decline. Sales growth was mainly driven by the good performance of brands such as L'Oréal Paris, Maybelline and NYX, whilst Helena Rubinstein saw a decline.

E-commerce boosts sales

The strong performance of e-commerce was seen within colour cosmetics in 2018. The most popular platforms for buying online are Douglas, Easycosmetic and Yves Rocher, but also Amazon, which offers its customers a wide range of products through Amazon Pantry Beauty, where different beauty categories are listed.

The premiumisation of drugstores/parapharmacies

In drugstores/parapharmacies in Germany, there is a growing trend similar to “supermarketisation”, which describes the evolution of discounters to a more supermarket-like concept. The idea is to drive higher sales in an increasingly saturated market.

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