In 2018, mass fragrances, especially mass women’s fragrances, achieved the fastest current value growth in mass beauty and personal care. This was driven by frequent key new launches and lower unit prices compared with premium fragrances; thus, remaining an attractive proposition to the vast majority of consumers in Macedonia.
Mass skin care, led by mass anti-agers and mass basic moisturisers, achieved the second fastest current value growth in 2018. This growth was mainly driven by the growing consumer demand for skin care products which decelerate the ageing process, provide better moisturising and deliver more even-toned and healthier-looking skin.
Despite economic and political turbulence in 2017 and 2018, growth in mass beauty and personal care remained stable. Mass fragrances and mass skin care, with a focus on mass face and body care, remained the cornerstones of growth for the entire category.
L’Oréal Groupe took the lead in mass beauty and personal care in value terms in Macedonia in 2018. It saw moderate growth in its value share thanks to the strength of its brand portfolio, led by its mass beauty and personal care brands Garnier, L'Oréal Paris and Elsève.
Direct selling company Avon Kozmetiks held third position in mass beauty and personal care in value terms in 2018, falling from the leading position the previous year. Nevertheless, thanks to the significant market penetration of its eponymous brand Avon, this brand maintained its long-standing lead in 2018.
Within the top 10 companies competing in mass beauty and personal care, there are no domestic companies. This means that mass beauty and personal care is overwhelmingly dominated by capable international and global players, led by L'Oréal Groupe, Beiersdorf and Avon Kozmetiks.
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