Colour Cosmetics in Hungary

PROSPECTS

The importance of social media

In recent years colour cosmetics showed significant growth, due to an increased need for personal expression and individuality. The category continued to perform well in 2017, partly driven by social media influencers.

Convenience and a natural look

Hungarian women generally wear colour cosmetics for work or special occasions, but do not want to spend much time doing their make-up. Convenient and practical products which are easy to apply and last throughout the day will therefore remain popular.

Innovations and premium trends

Quality is becoming even more important in colour cosmetics. Many brands are aiming to launch premium-like or premium products, as they are preferred by customers due to their luxurious feeling.

COMPETITIVE LANDSCAPE

Stability at the top

Multinational companies and brands dominated colour cosmetics in 2017; domestic manufacturers accounted for a negligible share, with limited product types. Coty Hungary and L’Oréal Magyarország led in value terms in 2017.

Digitally interconnected

Internet retailing has become important for sales of colour cosmetics, thanks to influencer marketing and online discounts or promotional codes. The growing number of internet specialists offering competitive prices has also started to increase the availability of premium brands.

Greater involvement of private label

Private label products are outstanding in terms of their quality in colour cosmetics. After recognising the increasing demand for affordable, good-quality cosmetics, dm-Drogerie Markt launched its own colour cosmetics brand, Trend IT UP in 2017, which was an immediate success.

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