Colour cosmetics was among the areas of the Hungarian beauty and personal care market worst affected by COVID-19 in 2020, with the vast majority of categories posting steep declines in volume and current value terms as consumers became much less inclined to wear make-up while spending most of their time at home due to social distancing and remote working. Overall demand rebounded strongly in 2021 as more people began returning to the office and regularly socialising outside the home again following the rollout of vaccines and the easing of public health restrictions.
For much of 2021, public health restrictions imposed to curb the spread of COVID-19 in Hungary were not as stringent as those applied in neighbouring countries. For example, while consumers in Slovenia had to provide proof of vaccination or a fresh negative PCR test result before they could enter shopping malls, all that was required in Hungary was to wear a face mask.
While the recovery of facial make-up and lip products in 2021 was hampered somewhat by the widespread wearing of face masks, the same trend led many consumers to focus on enhancing the appearance of their eyes, and thus continued to have a positive influence on the performance of eye make-up. This category also benefited from the fact that maintaining well-groomed eyelashes and eyebrows has become increasingly fashionable among millennials and members of Generation Z in Hungary in recent years, with these demographics learning how to achieve different looks and effects from make-up tutorials on social media platforms like YouTube, Instagram and TikTok.
In 2021 lip products witnessed multiple launches that had been pushed back following the outbreak of COVID-19. Examples included the Chanel Rouge Coco Plumping range, which comprises 20 new shades, and the Lip Comfort Oil Shimmer line from Clarins, which offers eight intensive multidimensional shades.
Many women in Hungary reduced their use of foundation/concealer and BB/CC creams during the first year of the pandemic, not only due to the home seclusion trend but also because these product types can cause skin irritation and acne when worn under face masks. However, both categories saw volume sales roar back into positive territory in 2021 after rules that had required the wearing of face masks in most public places were lifted and the rollout of COVID-19 vaccines enabled consumers to begin resuming their normal routines.
It is expected e-commerce will continue to gain ground in terms of colour cosmetics distribution in Hungary over the forecast period. The pandemic has catalysed the penetration of the channel in this category, as many consumers have recently become more comfortable buying colour cosmetics online, while store-based specialist retailers of these products have been compelled to invest heavily in expanding and improving their digital sales and marketing capabilities.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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