Colour Cosmetics in Poland

PRE-COVID-19 PERFORMANCE

Colour cosmetics sales continue to rise at a healthy rate in Poland, fuelled by rising disposable incomes and image awareness, especially among younger consumers. Value growth is particularly strong due to rising prices, with manufacturers trying to compete not only on price, but also by providing added value and multi-functionality.

Indeed, colour cosmetics is currently one of the most dynamic categories in beauty and personal care. Growth is being driven by increasing disposable incomes and the growing influence of trends from other more developed countries, as well as fierce price competition in drugstores/parapharmacies chains.

New innovative home beauty treatments attracting consumers

The trend towards premiumisation continues within colour cosmetics. Customers are more and more willing to buy more expensive brands, especially those from well-known fashion houses or promoted by celebrities.

Strong advertising key to attracting consumers within highly competitive category

Global players continue to dominate sales within colour cosmetics due to the scale of their activities and wide portfolio of recognizable brands. Leaders are also reacting to trends and introducing new products.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 16% in 2020 in 2019 constant value terms. This represents a major decline from the 2% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Most product areas across colour cosmetics are expected to see sharp double-digit retail volume declines in 2020 as a result of the COVID-19 pandemic. Nail products will see the sharpest decline, suffering not only from the closure of salons but also the fact that many consumers only wear these products when away-from-home.

Recovery and opportunities

Following a disastrous 2020 for colour cosmetics as a result of the COVID-19 pandemic, retail volume sales are expected to gradually recover in 2021 as consumers resume socialising more away-from-home. This will support muted retail volume growth across most product areas, although nail products are expected to suffer from the fact that many people are reluctant to visit nail salons in the wake of the pandemic.

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