Mass Beauty and Personal Care in Bosnia-Herzegovina

PROSPECTS

Mass beauty and personal care grows increasingly complex

Mass beauty and personal care in Bosnia-Herzegovina is a complex format that generates most overall beauty and personal care sales in the country. It is a complex category not only in terms of the different product types it encompasses, but also in terms of different positionings, which range from basic care, best value-for-money, variety leaders, private label, celebrity-endorsed to premium imitations and “masstige” formats.

Complexity and diversification bring stability to mass beauty and personal care

The two formats that recorded the strongest growth in mass beauty and personal care in Bosnia-Herzegovina during the review period were mass acne treatments and mass sets/kits. Towards the end of the review period, mass acne treatments benefited strongly from the launch of an innovative format – black mask – which came with an entirely novel internet-based marketing campaign, leveraging the power of social networks and peer-based marketing.

Mass beauty and personal care distribution strategy is focused on superior availability

Mass beauty and personal care, although holding a dominant positioning, lost share to premium beauty and personal care across most formats during the review period. Mass beauty and personal care is often missing competition from premium versions altogether, as the latter tend to be distributed through different retail channels.

COMPETITIVE LANDSCAPE

Beiersdorf’s leading brand Nivea is the most trusted brand in mass beauty and personal care

Beiersdorf leverages the strong presence and image of its trusted Nivea brand to secure a comfortable margin at the top of mass beauty and personal care in Bosnia-Herzegovina. Nivea is by far the most recognisable beauty and personal brand in the country, historically pioneering many of the personal care formats in it, and developing consumers’ loyalty early on.

Turkish direct seller outperforms Avon and Oriflame

Farmasi BH doo recorded the strongest value share increase in mass beauty and personal care in Bosnia-Herzegovina over the course of the review period. Farmasi BH doo is a direct seller penetrating the channel previously developed and controlled entirely by Avon and Oriflame.

Private label soars in mass beauty and personal care

Another area of strong growth in mass beauty and personal care during the review period was private label. The leading retailer in mass beauty and personal care private label in Bosnia-Herzegovina is dm-Drogerie Markt doo, which expanded its retail network significantly during the review period, boosting the availability of its private label across the country.

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