Colour Cosmetics in Switzerland

PRE-COVID-19 PERFORMANCE

Innovation helping to drive demand, while premium products are recording faster growth than mass products

Despite the generally high levels of popularity of the natural look, with only minimal use of colour cosmetics, volume and value sales of these products still continued to grow in 2019. This was mainly due to the growing selection, popularity and thus influence of online reviews, product trials by brand or product ambassadors and tutorials (online and in magazines) on how to create specific looks and styles.

Organic, cruelty-free and vegan products on the rise

Swiss women are living busier lives, exercising more and increasingly taking care of themselves, others and the environment. In Switzerland, the demand for colour cosmetics with natural and organic ingredients, and with wellness and wellbeing claims, is expected to increase over the forecast period.

L’Oréal extends its lead by adding share as number two player Coty loses share

L'Oréal maintained its leading position in colour cosmetics in value terms in 2019, also recording strong sales and share growth. L’Oréal benefits from having a vast and continuously growing portfolio in mass (eg L’Oréal, Maybelline) and premium (eg Lancôme) colour cosmetics.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

In 2020, all products will record either declining sales or worse performances at constant 2019 prices than they did a year earlier. The decreased consumption will be due to the long periods of time spent at home during the COVID-pandemic, rather than going out to work or leaving the home for social and entertainment purposes.

Recovery and opportunities

After the decline in sales in 2020, the colour cosmetics performance will return to positive value growth in 2021 at constant 2019 prices. The annual growth rates from 2021 are expected to be roughly in line with the predictions made for these years during research conducted at the end of 2019, before the spread of COVID-19.

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