Colour Cosmetics in Norway

PRE-COVID-19 PERFORMANCE

Premiumisation trend drives sales, whereas semi-selective brands struggle against strong competition

The premiumisation trend continued to be seen in colour cosmetics in Norway in 2019. A number of premium brands performed well in 2019, with Rituals (from Rituals Cosmetics Norway AS) showing the strongest growth for the year, further indicating strength of the health and wellness trends in the country.

Social media influencers define popular products, as consumers demand “clean beauty”

Social media engagement, influencer tutorials and product reviews became of increasing importance in 2019. Consumers follow such media to keep up with the latest styles and sales have been boosted in sub-categories accordingly.

L'Oréal Norge AS hold lead, but competition from polarised segments intensifies

L'Oréal Norge AS continued to lead in 2019, thanks to its wide portfolio of globally-recognised and popular products, such as L'Oréal Paris, NYX, Maybelline, and Lancôme to name but a few. However, the player has continuously lost value shares throughout the review period, due to the strong competition facing semi-selective brands (as outlined in the point above).

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 11% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected negligible growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Whilst Norwegian consumers adhere to high standards of personal hygiene, with a strong focus on appearance, colour cosmetics is seeing some impact from the effects of COVID-19 as people are wearing less make-up during lockdowns. However, in addition, there has been a recent switch to more natural make-up looks which require fewer products to achieve.

Recovery and opportunities

Colour cosmetics has scope for opportunities within new trends and is expected to continue to perform positively over the forecast period. Whilst there is a lessened need for make-up while people are working from home and facing other social restrictions due to COVID-19, products which offer extra skin-enhancing properties are still desirable to consumers – particularly in the premium segment and through the pharmacy channel.

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