Colour Cosmetics in Poland

PROSPECTS

Social media sets trends and extends target audience

The eternal need to be noticed and recognised in the eyes of others due to social media and the blogosphere has been taken to the next level. People now upload photographs online and want to look attractive in them.

Functionality and innovation are key factors

The fast pace of life forces consumers to look for cosmetics that will instantly cover their skin imperfections, without placing too much effort into the process. Polish women appreciate products which are functional and easy to use.

“Make-up junkies” emerging

Another important trend is the rising group of so-called “make-up junkies”. This group can be described as 18-30- year-old women who are very knowledgeable about make-up as a subject, follow all the newest trends and have dressing tables and shelves surrounded by bowls full of lipsticks, lip gloss and bronzers.

COMPETITIVE LANDSCAPE

Colour cosmetics dominated by global players, but domestics perform well

Coty Polska led colour cosmetics in 2017, along with L'Oréal Polska and direct seller Avon Cosmetics Polska. They are the only three producers to hold double-digit value share, with the remainder of the category being fragmented.

Many new launches

2017 was fruitful in terms of new brands and product series. The biggest launch was the introduction of AA Wings of Color by local player Oceanic SA.

Advertising moves online

Although advertising remains a key factor for effective sales, it is gradually moving from traditional media such as magazines and television to online. A good example is a very popular blogger named Maffashion, who was engaged in the promotion of pomades from Maybelline Vivid Matte Liquid brand (L'Oréal Polska) and Kontigo cosmetic stores chains (advertised as “cosmetics to conquer the world”) where customers could purchase a make-up set designed by Maffashion herself.

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