Mass Beauty and Personal Care in Bulgaria

PROSPECTS

Price wars in chained retailers

Expansion of large modern grocery retailers and drugstores in urban centres accelerated in 2017, and is likely to continue, building on the stable growth of household consumption. Dm announced plans to open at least eight new outlets in urban areas in 2018 after opening 10 in 2017.

Natural cosmetics growth in mass beauty and personal care

Whilst in the past organic and natural cosmetics were popular features and differentiators of premium cosmetics, in the review period Bulgarian consumers looked for natural ingredients and clean formulas in mass cosmetics at affordable prices. They were increasingly mindful of environmental aspects and urban lifestyle impact on their overall health, wellbeing and appearance.

Digital generation shaping trends in mass beauty and personal care

In the forecast period, the main target group for beauty and personal care players will remain the digital generation of millennials and generation Z — the “influencers” that appreciate empowerment, choice and readily engage with social and meaningful causes. Brand owners will appeal to them by investing more in digital marketing and making shopping more personal.

COMPETITIVE LANDSCAPE

Private label expands in baby and child-specific products

Strong growth of modern grocery and drugstores is encouraging retailers to expand the private label presence in rapidly growing beauty and personal care categories such as baby and child-specific products. In 2017, Kaufland Bulgaria introduced K-Classic Baby in baby and child-specific toiletries and skin care.

Multinational brand owners accelerate new launch activity

In 2017, multinational brand owners like Unilever Bulgaria, L’Oréal Bulgaria, Henkel Bulgaria and Beiersdorf Bulgaria were very active in offering new products closely tailored to urban consumer lifestyles and positioned to meet growing demand for quality and value. Amongst the most notable new launches were Baby Dove by Unilever Bulgaria, marketed for its formula suitable for sensitive skin, and Beiersdorf’s antipollution series Nivea Skin Detox in facial care, targeting urban consumers exposed to pollution.

Direct sellers leveraging digital platform

Direct seller brand owners have shifted gears towards accelerated digitalisation. The use of digital apps by consultants and an active presence on social media channels like Facebook and YouTube, including the dedicated YouTube channel launch of “Oriflame Beauty Trend” in Bulgaria in 2018, demonstrates the direct sellers’ commitment to using digital media and the internet as major differentiators in the long term and sharpening their focus on the digital generation.

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