Colour Cosmetics in Greece

PROSPECTS

The worst is past

Much reduced due to the Greek crisis, colour cosmetics returned to positive, if still very weak, current value growth in 2016 and 2017, driven by increased tourism, consumer prioritisation of beauty and personal care over apparel and footwear, and new launches and consumer trends. Similar growth is anticipated for the forecast period, driven by sophisticated consumer trends and the entry of new players, such as NYX (stores), Smashbox and Urban Decay.

Eyebrows in the spotlight and “shine” makes a comeback

Other eye make-up performed best in 2017, driven by trends that favour eyebrow mascara, brow shaper pencils, microblading and lash extensions. Its expansion will continue over the forecast period.

Sets/kits: Gifts or an opportunity to try different products

Colour cosmetics sets/kits volume sales increased in 2017, as consumers considered them a way to treat themselves and try a variety of products. Many manufacturers have launched sets/kits (mainly including eye shadow, lip gloss and lipstick) across the price spectrum, but mainly cheaper lines, thus squeezing average unit prices and value sales.

COMPETITIVE LANDSCAPE

L’Oréal Hellas leads

L’Oréal Hellas SA continued to lead colour cosmetics in 2017, with its various brands present in different retailing channels, including grocery retailers, beauty specialist retailers and chemists/pharmacies. L’Oréal has been a leading player for many years, with its trustworthy and globally recognisable name and heavy investment in brand promotion and advertising, even during harsh economic times.

Estée Lauder Cosmetics ranks second and Hellenica expands

Estée Lauder Cosmetics (Greece) SA, which markets Mac, the top-selling colour cosmetics brand in Greece, ranked second in 2017. Its portfolio of premium brands, including Estée Lauder and Clinique, enjoys high consumer awareness and loyalty in Greece, despite the adverse economic conditions.

Development of specialised stores

While the convenience factor makes supermarkets/hypermarkets important to colour cosmetics, the channel is seeing decline. As the shopping experience increases in importance, specialised stores increase their share – the most prominent example being NYX, which launched three stores in 2016-2017.

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