Colour Cosmetics in Greece

PROSPECTS

Slow recovery and sophistication trends

Colour cosmetics, having suffered great losses during the recession, has entered a trajectory of modestly positive growth, with value sales increasing in 2018. Sales are expected to continue their slow recovery over the forecast period, yet to quite lower sizes compared to the pre-crisis era – in line with the overall performance of the economy.

Growth for eye and facial make-up

Within eye make-up, eye shadow displayed good performance in 2018 due to the emerging trend of eye shadow palettes, which offer a variety of colours in pre-fixed combinations. Other make-up keeps expanding due to the momentum of the brow trend, which is expected to continue over the forecast period, whilst trends will be favouring serums and primers that protect the eyelashes.

Slow growth for lip products, decline for nail products

Lipstick, a staple category, is recovering, driven by the success of liquid lipstick, with long-lasting and matte effects expected to keep trending over the forecast period – at the expense of lip gloss. Lip liner/pencil is set to keep growing, boosted by the sophistication (more products) trend; as edgy shades are growing, it is becoming essential for the routine.

COMPETITIVE LANDSCAPE

L’Oréal leads, followed by Estée Lauder

L’Oréal Hellas continued to lead colour cosmetics in 2018. L’Oréal, a globally recognisable name backed by heavy investment in brand promotion and advertising, has been a leading player for many years.

Domestic Hellenica ranks third

Domestic Hellenica ranked third in 2018. Its Radiant brand, the best-selling mass colour cosmetics brand in Greece, increased its share in 2018, combining affordable pricing with a “professional” positioning, attracting consumers that trade down from premium lines.

Expansion of freestanding stores

The expansion of freestanding stores was a key trend in 2018. Dust & Cream was the most dynamic player, opening more than 20 outlets in 2018 (to reach a total of 68), offering mass brands – but mostly its own.

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