Colour Cosmetics in Hungary

PRE-COVID-19 PERFORMANCE

Novelty versus brand loyalty for different areas of colour cosmetics in 2019

Colour cosmetics recorded current value growth in line with the average rate for beauty and personal care in 2019. All product areas posted current value and retail volume growth, with colour cosmetics sets/kits and eye make-up the strongest performers and nail products recording the lowest value growth in 2019.

Growing consumer awareness of ingredients in 2019

There was a growing awareness among consumers in 2019 with regard to the ingredients of colour cosmetics. Consumers increasingly sought products that were suitable for use with special skin requirements, including sensitive skin, allergies or eczema, and many sought simple but effective products containing natural, plant or mineral extracts that emphasised and enhanced their natural appearance.

Essence grows brand presence to put pressure on leading players in 2019

L’Oréal Magyarország remained the leader in colour cosmetics overall in Hungary in 2019 thanks to its wide product portfolio across both mass and premium segments, which it continued to refresh with innovations. Indeed, L’Oréal was the leading player in 2019 across all four key areas of eye make-up, facial make-up, lip products and nail products.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 15% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

All areas of colour cosmetics are expected to see declines in both retail volume and value at constant 2019 prices in 2020. Some of the largest falls are expected to be in the areas of facial make-up and lip products, especially among the premium variants within these categories.

Recovery and opportunities

Retail volume and value growth at constant 2019 prices is expected to return to all product areas within colour cosmetics in 2021 as consumers resume more activities outside the home. However, many areas are likely to fall back to more muted levels of value growth for the rest of the forecast period, creating a marginal value decline for the category overall during the forecast period.

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