Colour Cosmetics in Romania

PROSPECTS

Higher incomes support demand

Higher disposable incomes and increasing concern about appearance were the principal sources of the strong growth in colour cosmetics in 2018. Skin benefits, such as reducing the signs of age-related imperfections on the skin, have been important for the increased acceptance of colour cosmetics.

Per capita consumption is still low

Colour cosmetics has significant growth potential, as per capita consumption is still low. The low level of consumption is mainly the consequence of the large proportion of the population living in the countryside – 44% of the total population – who tend to be less interested in colour cosmetics.

Facial make-up is the best performer

Facial make-up saw the strongest growth in 2018, driven in large part by BB and CC creams. These products are relatively new on the market and are growing rapidly, as they combine the functionality of a number of skin care and make-up products in one.

COMPETITIVE LANDSCAPE

L’Oréal Romania SRL keeps leadership

The leading position of L’Oréal Romania SRL is a consequence of its presence across the whole colour cosmetics category. Maybelline is the leading brand, due to strong consumer recognition and an active presence across all the significant distribution channels.

Domestic Farmec SA is the most dynamic

The share of domestic producers in colour cosmetics is low but not insignificant, due to the presence of Farmec SA, which was the most dynamic company in 2018, following the launch of the Gerovital Beauty line. The products have active ingredients such as hyaluronic acid, diamond powder and vitamin E, offering benefits like hydration, skin protection and long-lasting effects.

Direct selling companies hold strong positions

The direct selling companies Avon Cosmetics Romania SRL and Oriflame Cosmetics Romania SRL were among the leading players in 2018, due to the fact that they reach large segments of the population, from large cities to remote rural areas. They have played a key role in closing the gap between the rural and urban population in terms of availability of colour cosmetics products.

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