Mass Beauty and Personal Care in Bulgaria

PROSPECTS

Antipollution facial care outstanding growth driven by urban consumers

Facial care was amongst the main sales growth drivers in mass beauty and personal care in 2018. Urban consumers and their rising awareness about the environmental factors affecting their skin resulted in increased interest in facial masks, facial cleansing and antipollution skin care products.

Teenagers’ “quest” for beauty helps the strong performance of mass colour cosmetics

Intensifying beauty trends amongst Bulgarian teenagers aided continual growth in mass colour cosmetics in 2018. Increasingly, younger consumers are becoming excited and interested in make-up.

Mass beauty and personal care is increasingly attractive for pharma brands

The growing health-awareness among mass consumers and the focus on prevention are creating opportunities for developing specialised medicated cosmetic lines. Mass brand owners will increasingly focus on developing the pharma segment in an attempt to position more value-added brands.

COMPETITIVE LANDSCAPE

The local leader Aroma AD is strong in launching new products

In 2018, the local leader Aroma AD was very active in launching new products and brand extensions. Some of the more notable new entries were the bath and shower series Aroma Hot Pepper, Melon Punch, Pomelo Neo, Coco Loco and Guava Lava, featuring vegan and 98.

L’Oréal Bulgaria strengthens its leading positions

2018 was rich in new launches for L’Oréal Bulgaria brands. The leader in beauty and personal care revived its main brand Garnier in hair care through the outstanding performance of Garnier Botanic Therapy “hair food” series.

Private label expands dynamically in drugstores and modern grocery retailers

Private label continued to grow at a high pace in 2018. Amongst the fastest-growing and innovative lines in the year was dm Bulgaria’s new colour cosmetic series 183 Days by Trend It Up.

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