Mass Beauty and Personal Care in Finland

PROSPECTS

Mass beauty and personal care will benefit from a higher number of added-value products

Although mass beauty and personal care was stagnant or declining in 2013-2016 because of the economic downturn, sales rebounded in 2017 to exceed the level they were at prior to the downturn. This relatively fast return to growth was mainly due to strong manufacturer engagement in mass products in the upper price band.

Natural and pharma brands will gain share in mass beauty and personal care

Whilst natural and pharma cosmetic brands initially were common in the premium category, they have started to become more visible in the mass category. For example, mid-priced pharmacy sold products such as ACO by ACO Pharma have successfully gained share.

The number of mass products positioned as professional or with celebrity endorsement is swelling

The professional trend has spread from the premium category to mass. This was first found in hair care – by 2017 even private label boasted of professional hair care ranges.

COMPETITIVE LANDSCAPE

L’Oréal Finland leads mass beauty and personal care, and with an increased margin

L’Oréal Finland was a clear leader in mass beauty and personal care – mainly because of its strong presence in all key categories. The company managed to increase its lead in the review period thanks to various high-impact launches.

Whilst undergoing a portfolio overhaul, Lumene has managed to maintain its share

In 2017, in spite of having started a complete overhaul of its portfolio in 2016, local Lumene maintained its value share in beauty and personal care in Finland. Ranking overall second, it was most visible in skin care, where it holds the leading position.

Better economy negatively affects private label, but new channels may help to re-boost

The share of private label peaked in 2014-2015, but has been declining year-on-year since then. This development was tied to economic growth in general, and better growth had a negative impact on private label ranges that consumers were likely to buy to make savings.

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