Colour Cosmetics in Romania

PROSPECTS

Colour cosmetics an underdeveloped category in Romania

In 2017, the colour cosmetics category in Romania was one of the least developed in Eastern Europe. Per capita consumption in other countries in the region is around double that in Romania, while in Western European markets such as France, consumption is 4-5 times higher.

Sales supported by rising disposable incomes and increasing consciousness about appearance

Sales of colour cosmetics in 2017 were supported by various factors, the most important being rising disposable incomes (partly as a result of the increasing participation of women in the workforce) and consumers’ increasing consciousness about their appearance, but also new product developments, for example claiming to reduce the signs of age-related skin imperfections, attractive packaging and new fashion trends. A rise in demand for organic colour cosmetics was also observed and is expected to offer manufacturers new growth opportunities over the forecast period.

Foundation/concealer and blusher/bronzer/highlighter two of the best performing categories in 2017

With Romanian women continuing to be influenced by various celebrities and beauty icons, colour cosmetics is expected to record further solid growth over the forecast period. With many women wearing make-up, the best-selling products in 2017 were traditional colour cosmetics such as foundation/concealer and blusher/bronzer/highlighter.

COMPETITIVE LANDSCAPE

L’Oréal remains the leading player

Multinationals continued to dominate colour cosmetics in Romania in 2017, led by L’Oréal, Coty, Avon and Oriflame. L’Oréal’s leading position can be largely attributed to its presence in most colour cosmetics categories and both the mass and premium segments.

Colour cosmetics remains a transformative category

Colour cosmetics remained a transformative category in Romania in 2017, both with regard to appearance as well as emotional wellbeing. With confidence rating higher than attractiveness as an emotional impact of wearing make-up, brand manufacturers should use it as a tool for revealing inner beauty and focusing more on strength and empowerment.

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