Colour Cosmetics in Sweden

PROSPECTS

A slowdown in growth in colour cosmetics due to the natural beauty trend

Colour cosmetics saw modest growth in 2018, as the holistic beauty trend involved a focus on natural beauty rather than strong make-up. The holistic beauty trend entails a focus on health and wellbeing, such as physical exercise, wholesome foods, ecological products and natural ingredients in beauty products.

Premium colour cosmetics drives sales

Disposable incomes increased in Sweden over the last couple of years, and Swedes shifted their spending from apparel and footwear to beauty products. These two variables encouraged consumers to spend more on beauty products, boosting average unit prices in colour cosmetics.

Diverse performances amongst colour cosmetics categories

Due to the strong demand for facial care, facial make-up displayed one of the strongest growth rates in colour cosmetics in 2018, with products such as foundation/concealer, BB/CC creams, highlighters and primers driving sales. Eye make-up also saw growth due to premiumisation and continued sales of mascara and eye liner.

COMPETITIVE LANDSCAPE

Mass products dominate colour cosmetics

Mass products continued to dominate colour cosmetics in 2018, as several brands have a rather strong position, with widespread distribution, large portfolios and competitive prices. L’Oréal Sverige was the largest player within colour cosmetics in Sweden in 2018, as it offers some of the largest brands, such as L’Oréal, Maybelline and NYX.

Finding ways to reach consumers

Social media and influencers have become growing forces for establishing marketing strategies which target specific consumer groups. An example of this was the acne treatment brand Basiron in 2017, which used a strategy including marketing channels such as YouTube and Spotify, as well as influencers, to reach out to younger consumers.

New innovative and premium brands are expected to perform well

Consumers are exhibiting a stronger interest in quality, and therefore increasingly appreciate premium brands, which are expected to show a better performance than mass brands in the forecast period. Chanel was one of the best-performing brands in 2018, as it opened three beauty concept stores in late 2017, which continued growing during 2018.

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