Colour Cosmetics in the Netherlands

PROSPECTS

Future growth will be fuelled by focusing on segmentation

In addition to the cosmetic attribute of products, colour cosmetics will also see higher growth in demand for products containing skin protection and skin care. Colour cosmetics will address the current growing concerns regarding skin protection.

Teenagers are willing to try different looks

New product development, such as the introduction of extensions that encourage consumers to play with their look, will trigger curiosity, whilst the category will witness further segmentation, with more lines being introduced for consumers of different ages, such as teenagers. Dutch teenagers are more interested in looking good and are willing to try new looks; a factor considered by manufacturers as having great potential for development over the forecast period.

Diversification of distribution channels

The distribution of colour cosmetics will see more competition from non-store retailers, as internet retailing further consolidates its position as the Dutch choice for convenience, and due to the possibility of finding the latest price promotions. Store-based retailing will witness greater diversification, with traditional channels losing share to others, such as variety stores, which will stock a wider choice of products.

COMPETITIVE LANDSCAPE

L’Oréal Nederland sees a rising share

Colour cosmetics was led by L’Oréal Nederland in value terms in 2017. The company markets top-selling brands in the mass segment, including L’Oréal and Maybelline New York, and continues to register an increase in its share due to frequent formula innovations and support in terms of advertising and promotion.

Products address consumer concern about skin allergies and irritation

The rising number of women suffering from skin allergies is generating more interest in premium brands like Biotherm and Vichy. Vichy is often recommended by dermatologists in the Netherlands for care and skin protection.

Innovation and marketing by Estée Lauder

Estée Lauder is investing in new product development and active promotion. The manufacturer introduced innovative products in foundation, such as Double Wear Nude Cushion Stick, which is marketed as a stick that combines liquid make-up with a sponge applicator to polish and create a natural-looking tone.

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