Mass Beauty and Personal Care in Australia

PROSPECTS

Mass skin care is projected to see growth in the forecast period

Mass beauty and personal care is projected to continue to increase in value terms at constant 2017 prices over the forecast period. Growth will be driven by positive performances in all categories, with the exception of mass fragrances.

Discount pharmacies drive growth in mass beauty and personal care

Over the forecast period, discount pharmacies will continue to be a key driver of sales in mass beauty and personal care. Over the years, this channel saw a steady increase in value share across all beauty and personal care categories, taking share away from chemists/pharmacies and supermarkets.

The growth of digital channels

As consumers in Australia are highly connected to digital channels, discount pharmacies have focused on developing their presence on social media platforms. Priceline, for example, has a strong presence on Facebook and Instagram, with more than 350,000 followers on Facebook and 289,000 followers on Instagram.

COMPETITIVE LANDSCAPE

L'Oréal Australia leads with strong mass brands

L'Oréal Australia was the leading player in mass beauty and personal care in 2017. The company has a strong presence in mass colour cosmetics, deodorants, hair care, skin care and adult sun care, in which it operates through its large portfolio of mass brands, which include well-known names such as Maybelline, L'Oréal Paris and Garnier.

New product launches

Over the review period, L'Oréal Australia saw a steady increase in its value share, benefiting from its strong investment in product innovation. The company frequently launched new products in line with consumer trends to remain relevant.

The move towards natural and organic

Similar to the premium segment, growth in mass skin care will be supported by natural and organic brands. Natural and organic skin care brands, which in previous years were found mainly in health stores and premium beauty retailers, are becoming more accessible, and can now be found at discount pharmacies and grocery retailers.

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