Colour Cosmetics in Portugal

PROSPECTS

Influenced by social media, consumers are looking for a “total look”

Traditionally, Portuguese colour cosmetics preferences are defined by fashion trends. Over the review period, social media dictated these fashion trends.

Bright future for colour cosmetics thanks to millennials and Generation Z

Portuguese females between the ages of 15 and 34 are showing a rising interest in colour cosmetics. Whilst women over 35 mainly use eye and nail products, younger consumers are also purchasing facial and lip products.

Demand greatly shaped by social media

As they grow older, younger girls are expected to adopt a similar consumer behaviour regarding colour cosmetics. They are influenced by social media.

COMPETITIVE LANDSCAPE

L’Oréal leads colour cosmetics

L’Oréal led colour cosmetics in 2018. The company’s performance relies on a wide portfolio of both mass and premium brands.

Kikocos is losing ground after years of strong growth

Behind L’Oréal, Kikocos Portugal ranked second. With a very aggressive, low-price strategy when it entered the playing field in 2011, its sales increased rapidly, benefiting from the economic crisis and low purchasing power of Portuguese consumers at that time.

Intense competition leads to changing distribution patterns

Portuguese consumers traditionally buy colour cosmetics products in health and beauty specialists or in supermarkets and hypermarkets. Nevertheless, over the review period these traditional channels have been suffering from the rising success of the internet retailing channel and sites offering wide ranges at minimal prices such as Amazon.

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