Mass Beauty and Personal Care in Finland

PROSPECTS

Improving economy provides boost to sales

Having struggled earlier in the review period, Finland’s economy continued to improve in 2018 with rising disposable income and falling unemployment. This provided a boost to mass beauty and personal care with consumers showing a greater willingness to spend on non-essentials such as mass facial care and lip products, some of which returned to growth in 2018.

Consumers take an increasingly holistic approach to beauty and personal care

There was a general trend towards natural, eco-friendly and cruelty-free products across mass beauty and personal care in 2018. With consumers seeing a slight increase in disposable income towards the end of the review period they turned their attention to factors other than price, with this being driven by growing awareness of the impact their choices have on the environment around them.

Professional quality and celebrity endorsed products win favour

The trend towards professional products has spread from premium to mass beauty and personal care, with even private label now boasting of professional hair care ranges. In colour cosmetics several new make-up ranges have imitated professionally positioned premium brands such as MAC and Urban Decay.

COMPETITIVE LANDSCAPE

Local player Lumene retains second place in rankings

The holistic beauty trend helped local player Lumene Oy to retain second place in the rankings in mass beauty and personal care in 2018. Lumene uses local ingredients such as birch sap, pine bark and cloudberries to produce all-natural beauty and personal care products.

L'Oréal sees mixed performance with new brands finding the most success

L'Oréal Finland Oy retained a strong lead in mass beauty and personal care in 2018 with its large portfolio of products. While some of its better known brands such as L'Oréal Paris and Maybelline struggled in 2018, newer lines such as NYX, L'Oréal Colorista and L'Oréal Botanicals all recorded double-digit growth in current value terms.

Private label losing share but offers signs of promise

With the local economy continuing to show signs of improvement in 2018 private label continued to lose share. Despite showing a growing focus on their private label ranges some local retailing chains such as Kesko continued to lose share in 2018.

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