Colour Cosmetics in Norway

PROSPECTS

Value growth slows despite trading up

Whilst consumers continued to opt for more premium, value-added colour cosmetics in 2017, growth slowed in 2017 compared with 2016. However, this was predominantly due to the very strong performance in 2016, when several new launches, and in particular the introduction of NYX from L’Oréal, boosted sales.

New store concepts contribute to channel fragmentation

Channel fragmentation was the most influential trend in beauty and personal care in the review period, with online retailers and chemists/pharmacies acquiring stable or increasing shares of sales. In 2017, the competition intensified further, with the introduction of discount stores Normal and Loco.

Social media influencer engagement benefits new brands

Social media, digital engagement and influencer marketing are having an increasingly strong impact on beauty and personal care; colour cosmetics in particular. Social media has made it easier for consumers to discover, experiment with and share products; naturally benefiting new brands wanting to enter the market.

COMPETITIVE LANDSCAPE

L’Oréal maintains its lead

The beauty and personal care giant L’Oréal Norge continued to lead colour cosmetics in value terms in 2017. Whilst the company increased its value share during the review period, largely as a result of the introduction of its NYX brand in 2016, it lost marginal share in 2017.

The wave of new brands trades on natural qualities

Whilst colour cosmetics saw an astounding number of new brands and product launches in 2017, an increasing share of new launches have a clear positioning on the use of natural ingredients. For example, Burt’s Bees expanded its product portfolio to include a range of lip products in 2017, whilst more niche brands, such as Kerstin Florian Beauty and Baims, introduced vegan colour cosmetics.

A move away from a minimalist approach

Traditional consumer preferences in Norway in colour cosmetics have always been strongly in favour of a minimalist approach. This entails the use of lighter colours, more modest application of foundation, as well as more discreet lipstick colours.

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