Mass Beauty and Personal Care in Norway

PROSPECTS

Premiumisation both drives and constrains value growth

Premiumisation was one of the most influential trends within beauty and personal care in the review period, with Norwegians becoming increasingly interested in a healthy, polished look, and not afraid to pay for quality, premium products. As a result, premium beauty and personal care registered stronger growth than mass for most of the review period.

Mass pharmacy brands boost sales

Chemists/pharmacies have traditionally been associated with premium-positioned products focused on treating ailments rather than prevention. However, consumers are increasingly attracted to the service and expertise associated with this channel.

Digital engagement drives growth in colour cosmetics

Whilst skin care and hair care are primarily driven by the premiumisation trend, colour cosmetics is driven more by digital engagement and influencer marketing. Premiumisation is also present in mass colour cosmetics, but is not as pronounced as in other mass categories.

COMPETITIVE LANDSCAPE

L’Oréal and Orkla reinforce their lead

L’Oréal Norge and Orkla Care continued to lead mass beauty and personal care in value terms in 2017. The two beauty giants reinforced their positions by focusing on more premium or value-added alternatives.

Aiming to add value to everyday products

Throughout the review period there were numerous new product launches within mass beauty and personal care. The majority of successful launches were premium or novelty variants in categories such as colour cosmetics and skin care, mainly sold in beauty specialist retailers.

Private label expansion remains limited

Private label continued to account for a modest share of overall value sales in mass beauty and personal care in 2017. In other industries, premium-positioned private label lines gained notable share during the review period, but in beauty and personal care their influence has been minimal.

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