Mass Beauty and Personal Care in Greece

PROSPECTS

Price wars offset value growth led by the “natural” trend in hair care, bath and shower and deodorants

Premiumisation, mainly revolving around the “natural” trend, and intense promotional activity were two contradicting trends characterising the performance of key categories within mass beauty and personal care in 2017. They will continue over the forecast period.

Shattered brand loyalty due to economic hardship favours mass skin care brands

Sliced disposable incomes amid ongoing financial hardship kept eroding brand loyalty and benefited mass skin care brands at the expense of premium ones in 2017. Many crisis-ridden consumers simply cannot afford to remain loyal to their preferred premium brands: frequently, consumers will buy their premium facial care brand of choice once a year and trade down to mass products the rest of the time.

Mass colour cosmetics shows resilience

Faced with sliced disposable incomes, Greek consumers massively turned to mass and masstige brands within colour cosmetics during the review period. At the same time, favoured by the lack of dynamism in premium retailing, low rents and labour costs, and tight consumer budgets, various low-cost stores have popped up, with Dust & Cream and O-morfia being the most prominent examples.

COMPETITIVE LANDSCAPE

L’Oréal Hellas leads mass beauty and personal care

L’Oréal Hellas SA was the leading player within mass beauty and personal care in Greece in 2017. The company has a long and well-established presence across almost all categories and channels, resting on long-known brands and innovation alike, with high advertising presence and intense promotional campaigns.

Elais Unilever, Procter & Gamble and Sarantis compete closely for second place

Elais Unilever Hellas SA ranks third in mass beauty and personal care, resting mainly on its popular Dove brand (present in bath and shower, deodorants and skin care), Aim in oral care, and Axe in men’s grooming. Slightly ahead is Procter & Gamble Hellas SA, offering an array of well-established brands like Pantene, Max Factor, Wella, Head & Shoulders and Koleston.

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