For colour cosmetics, 2021 appeared largely as a continuation of 2020, with the gradual consumer adaptation to new market conditions followed by recovery over the year. Purchases of colour cosmetics greatly depend on the tactile, physical in-store consumer experience, either in upscale premium flagship stores in central city locations, or from personal service at local shopping centres or pharmacies in case of mass brands, to drive sales.
The category moved significantly in the direction of renewed demand with the onset of the summer outdoor season, increasing vaccination rates and removal of most restrictions during autumn. However, turnover took another hit during late autumn and most of winter as Omicron fears put renewed pressure on growth rates.
Most major brand owners and retailers remained unwilling to engage in any serious adaptation to the new, competitive landscape, with many players exhibiting clear signs of fatigue. This resulted in a relatively stagnant landscape, recovering mostly through a rebound in demand, while some players engaged in more aggressive tactics to gain retail sales and shares at the expense of “fat cat” companies.
Before the hit of COVID-19, colour cosmetics, as a whole, was a relatively mature category. Swedish consumers’ preferences and aesthetics had been stable for a long time, resulting in some complacency and little renewal among established players.
With the status quo of regular colour cosmetics becoming more and more stifling, a parallel market paradigm is being established by players to exploit any opportunity for innovation. In 2022 and beyond, small challengers will continue to exploit a close connection with their consumer base through social media.
Form 2022 and over the forecast period, the combination of aggressive switching and the growing demand for both dermocosmetics and organic products is expected to constitute a part of the ongoing paradigm shift among brand challengers and pose promising opportunities for existing brands. This is expected to contribute to the enforcement of a qualitative shift in category logic.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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