Colour Cosmetics in Israel

PROSPECTS

Change in pricing policy pushes prices down

At the beginning of 2017, leading health and beauty specialist retailer Super-Pharm made a dramatic change in its pricing policy. Until then, products were offered at high prices with deep discounts or buy-one-get-one-free offers, which attracted consumers who are always eager for a bargain; however, in 2016, the company decided to stop offering these discounts.

Products aimed at young consumers record growth

Consumers are starting using colour cosmetics at a younger age, with a growing number of brands targeting this population of young women and girls. Several mass brands, such as Essence and Sacara, are gaining in popularity due to the increased penetration of this younger consumer group.

Premium brands gain share

Beauty bloggers have a vast impact on consumers' choices of products. Through blogs, young consumers are exposed to a larger variety of products and brands.

COMPETITIVE LANDSCAPE

L’Oréal Israel leads

L’Oréal Israel led colour cosmetics in 2017, with its share being stable during the last few years of the review period. Over the review period, the company put a greater emphasis on its online retailing strategy.

Online activity set to further intensify

During the first few years of the forecast period, L’Oréal Israel is set to focus more on its online marketing activity rather than point-of-sale promotion. In addition, the company's premium brand Lancôme is expected to continue targeting younger consumers and raising their interest in its quality products.

Mono-brand stores drive growth

There was a significant increase in mono-brand stores over the review period, and this increase is expected to continue into the forecast period. Mono-brand stores offer consumers a rich experience of brands' colour cosmetics and skin care products, and are often the centre of special campaigns, such as visits from international brands’ senior make-up artists and various workshops.

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