Colour cosmetics recorded intensive growth over the review period in Hungary, along with a significant increase in new brands and product types within the category. Thanks to higher disposable incomes, Hungarian consumers can afford to spend more on non-essential beauty products, and they are also willing to pay higher prices for higher-quality premium products.
Social media was a game-changer for colour cosmetics over the review period in Hungary. Beauty and make-up topics and content are highly popular across all social media channels, and they have an immediate effect on current trends.
The trend towards having a natural look has started to gain momentum due to the recent “no make-up make-up” concept. Those who do not try to create an extreme look can find an even wider range of colour cosmetics which emphasise their natural beauty.
Colour cosmetics in Hungary was characterised by the same main multinational brands over the review period. L’Oréal Magyarország was the leader in colour cosmetics in Hungary in 2018, thanks to its constantly innovating range.
The improvement of the drugstores/parapharmacies channel had a positive effect on colour cosmetics in Hungary over the review period. However, value growth of internet retailing is the highest in this beauty and personal care category, which means that in the future even more sales are expected to be realised online.
The significance of private label lines within colour cosmetics has increased strongly, especially thanks to the presence of private label products from dm-Drogerie Markt. After the successful launch of Trend IT UP in 2017, the company launched a new disruptive marketing strategy in 2018, by launching a new sub-brand named 183 Days.
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This industry report originates from Passport, our Beauty and Personal Care market research database.