Mass Beauty and Personal Care in France

PROSPECTS

Mass beauty and personal care sales set to slow down despite positive year

The marginal sales growth recorded in 2018 will not be enough to help reverse the negative trend for mass beauty and personal care, as the category is predicted to lose more steam in the forecast period. Many factors can explain the loss in value sales experienced by the mass market.

Natural products are on players’ agenda

Having no other choice but to reassure consumers about the composition of beauty care products, brands and private labels alike are developing ranges of organic-certified care in heavyweight product categories such as shower/bath, skin care or hair care whilst millennials increasingly demand natural make-up. Natural beauty products are not new.

Distribution dynamics are evolving

The mass beauty and personal care distribution landscape is also evolving. The category’s leading distribution network duo – supermarkets and hypermarkets – is losing shares despite the arrival on shelves of a new generation of “greener and safer” beauty care products.

COMPETITIVE LANDSCAPE

L’Oréal hits big with new La Provençale Bio brand

More than ever, the French are wary of major brands and the composition of their cosmetics. In mass distribution (supermarkets and hypermarkets), whilst the turnover for hygiene and beauty care is falling, sales of organic-certified products are surging.

Market dynamism depends on new product launches

Following the scandals regarding ingredients’ harmfulness, consumers are turning to products that are more natural and "free from" alternatives, which now eliminate allergens, aluminium salts and/or parabens. The market witnesses small organic or natural brands increasing their presence in the generalist channels.

Millennials boost market for colour cosmetics

The millennial generation has captured the attention of the media and is greatly contributing to the transformation of the consumer sector, including beauty care products and its make-up segment in particular. Hyper-connected young consumers do not hesitate to display new beauty desires.

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