Mass Beauty and Personal Care in New Zealand

PROSPECTS

Beauty on-the-go is penetrating mass brands

Due to busy lifestyles, a trend of on-the-go pack sizes increasingly penetrated mass beauty and personal care during the review period in New Zealand. Smart affordable beauty devices have also started to emerge.

Customers seek customised solutions

New Zealanders are increasingly looking for individualised solutions under all categories including hair care, skin care and colour cosmetics. Companies are also realising that a one-size-fits-all approach is not suitable within the beauty industry where every customer is an individual with different needs.

Growing importance of transparency

Local customers demand transparency, not only in terms of ingredients, but also a company’s sustainability practices and the pricing of the product. Since the beauty and personal care regulation is not as strong in New Zealand, customers are taking responsibility for reading labels for ingredients and checking what they are putting onto their skin.

COMPETITIVE LANDSCAPE

Domestic companies gain ground

New Zealanders are more likely to purchase products that are made in the country with local ingredients. Companies such as Trilogy, Earthwise Group, Mix Ltd and Ethnique are gaining prominence due to their affordable natural product ranges and sustainable efforts.

Multinational brand leads overall with natural positioning

It is interesting to note that the leading brand within mass beauty and personal care is the renowned multinational The Body Shop. This brand is known for its cruelty-free stance on beauty products and cosmetics in addition to its varied use of natural ingredients and sustainable and ethical practices, which makes it attractive to New Zealanders.

Customised solutions address individuals’ requirements

Local companies are also emerging to provide customised solutions by listening to their customers. For example, the local skin care brand Tailor combines extracts targeted to an individual’s skin type from oily, normal, dry and ageing skin and concerns ranging from anti-blemish, brightening to anti-sensitive into a “base and shake” to blend the formulation.

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