Colour Cosmetics in Norway

PROSPECTS

Already strong premiumisation trend continues to intensify

The premium colour cosmetics segment continued to display more dynamic development than mass brands in 2018. All of the leading mass brands registered declining value sales in 2018, while many, such as Lancôme and Clinique, continued to grow.

Low-cost store concepts are gaining rapidly in popularity

While premium brands have developed at a faster pace than mass alternatives, a somewhat contradictory trend to this trend has been the booming demand for low-cost store concepts, such as Normal and Loco towards the end of the review period. Normal, which is best described as a discount drugstore, has opened almost 50 stores in two years, while Loco, a discount beauty specialist retailer, has opened 18 stores during the same period.

Social media engagement becomes increasingly important

Social media and influencer marketing has been a key ingredient for success within colour cosmetics throughout the review period and it continued to intensify in 2018. Social media have made it easier for consumers to discover, experiment and share products, which in particular has benefited smaller brands.

COMPETITIVE LANDSCAPE

Premium selective brands gain at the expense of widely distributed brands

The premiumisation trend continued to intensify in 2018 with all of the leading mass brands, L’Oréal, NYX, Maybelline, Max Factor and IsaDora, losing value share at the expense of more premium brands, such as Lancôme, Clinique and Christian Dior. Retailers’ strong focus on own brands, natural alternatives and niche concepts has boosted the demand for premium alternatives.

Colour cosmetics remains fairly consolidated

Colour cosmetics has a comparatively consolidated competitive landscape, where the top three companies, L’Oréal, Engelschiøn Marwell Hauge and Estée Lauder, account for well over half of total value sales. L’Oréal alone accounts for more than one third of sales.

Very strong growth for sole pharmacy brand within colour cosmetics

The strong development of the pharmacy channel has been one of the most apparent trends within beauty and personal care towards the end of the review period. While the share of sales through pharmacies is very modest in colour cosmetics, sales have almost doubled in three years.

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