Colour Cosmetics in Slovakia

PROSPECTS

Bloggers and vloggers gain popularity

Bloggers and vloggers, who test products online and recommend new products to their viewers/readers, began to establish a visible presence in Slovakia. For example, dm-drogeriemarkt used bloggers to test mainly its private label products, with the results flagged by in-store leaflets on product shelves which highlighted products recommended by bloggers.

Articles raise concerns about product safety

Lip balm products underwent laboratory testing in 2017 that revealed potential health risks for consumers. This received immediate media attention, despite the limited risks.

Colour cosmetics trends in Slovakia follow major global beauty and styling trends

Strobing, modelling shades via bronzers and highlighters gained popularity, following cosmetics trends from Western Europe. Mascara remained popular but sales were hampered noticeably by artificial eye-lashes, which require minimal maintenance.

COMPETITIVE LANDSCAPE

Strong marketing support important to players’ success

To increasingly diversify/distinguish brands from those of competitors, manufacturers are likely to utilise more sophisticated methods including story-driven advertising and third-party logos. Product testing, and awards from local associations, government institutions or market research agencies were increasingly popular.

Product innovation drives retail value sales

Slovak consumers were interested in new products, particularly brands that offered something new or added value. New product launches in 2017 included Astrid Multivitamin Lip Balm (by Astrid Cosmetics), with vitamins C, E and F and beeswax, which targeted health-conscious consumers and offered attributes not found in competitors’ products.

Price promotions to remain popular

Intensive price promotions were recorded in Slovakia in 2017, which led to strong competition between both manufacturers and retailers. Private label products in the form of drugstore brands were increasingly popular; these benefited from the strengthening popularity and expansion of the drugstores network and stronger investment in brand marketing.

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