Colour Cosmetics in Israel

PRE-COVID-19 PERFORMANCE

Consumers' growing knowledge and improved make-up skills boost growth for colour cosmetics in 2019

Consumers continued to become more knowledgeable about colour cosmetics and the variety of brands available on the landscape in 2019, using a greater number of products as part of their regular routine. Personal make-up courses are offered by a growing number of brands; while these aim to increase exposure to the products offered by a specific brand, they also serve to boost consumers' use of colour cosmetics.

Trends include on-the-go make-up application, nude lips and thicker brows, boosting growth in various areas in 2019

Gel nail polish was a huge trend in Israel over the review period, with the long-lasting characteristic appealing to many consumers, who have begun visiting professional nail artists to do their nails regularly. Nails artists and beauty nails centres is a fast-growing industry in the country, that in turn, discourages the sale of retail nail products, leading to a decline in growth for 2019.

L'Oréal Israel leads the competitive landscape in 2019, as e-commerce gains growth and pharmacy chains find ways to provide a unique experience

L'Oréal Israel was the leading player in colour cosmetics in 2019, with a wide portfolio of mass brands such as L'Oréal Paris, Maybelline, Essie and Garnier. The player also offers premium brands, such as Lancôme, which performs very well on the landscape.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

The outbreak of COVID-19 is predicted to result in only slight growth for colour cosmetics in 2020, with consumers being more cautious on their spending, and social distancing giving them a lack of motivation to invest in make-up.

Recovery and opportunities

With COVID-19 resulting in lower growth recorded in 2020 than predicted pre-COVID-19, growth in colour cosmetics is expected to be boosted in 2021, as consumers begin to socialise again, reverting back to their previous makeup and colour cosmetic routines. Furthermore, with non-essential shops opening across the country, consumers will have easier access to colour cosmetics from second half of 2020, boosting sales and growth for products during 2021.

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