Most sales in mass beauty and personal care are generated by only a few large mature categories, namely colour cosmetics, skin care and hair care. Mass products in these categories target consumers with basic care items; albeit typically supplementing this positioning with either a focus on variety (a popular strategy in colour cosmetics), or a masstige positioning, based on introducing cutting-edge technologies from the premium segment in more affordable packaging (a popular strategy in skin care and hair care).
Mass colour cosmetics and mass skin care saw the highest growth in mass beauty and personal care in Bosnia-Herzegovina in 2018. Growth in colour cosmetics was driven by demand from younger consumer groups, who were increasingly affected by the internet culture (bloggers, social media, tutorials, etc.
The most important trend in the distribution landscape in mass beauty and personal care in 2018 was the growth of health and beauty specialist retailers, primarily drugstores/parapharmacies. Drugstores/parapharmacies has taken over as the leading channel in many mass beauty and personal care categories, offering consumers a superior range and affordable prices.
Large international players dominated mass beauty and personal care in Bosnia-Herzegovina in value terms in 2018, led by Beiersdorf and L'Oréal Adria, which were the only players holding double-digit value shares. Both carry a complex mix of brands; albeit for Beiersdorf, most of these revolve around the Nivea brand name: Nivea Hair Care, Nivea Sun, Nivea Baby, Nivea for Men, etc.
dm-Drogerie Markt recorded one of the highest increases in value share in mass beauty and personal care in Bosnia-Herzegovina during 2018, and also in the review period overall. Its private label lines are positioned to offer basic quality at prices lower than those of branded alternatives.
The presence of domestic and regional companies in mass beauty and personal care in Bosnia-Herzegovina remains low. Most of these companies are forced into positioning their brands as affordable alternatives to big brands; hence having to compete against the increasingly successful private label lines.
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