Mass Beauty and Personal Care in Romania

PROSPECTS

Convenience remains a key driver of online sales of mass products

Quick and cheap delivery and ease of access to mass brands have become increasingly important to Romanian consumers, with exclusivity giving way to convenience. Almost all beauty shoppers in Romania use digital channels either prior to or during their purchasing process, with the majority citing “ease” as the main factor.

Rising demand for mass men’s grooming products

One of the major developments in mass beauty and personal care in Romania has been a recent increase in demand for men’s grooming products. Thanks to increased consciousness about personal grooming, Romanian men are paying more attention to beauty and personal care products.

Growth drivers, challenges and emerging trends

Multi-functional mass beauty and personal care products are growing in popularity in Romania because of the convenience they offer in terms of both time and affordability. Due to hectic schedules and price-consciousness, many consumers seek products which offer multiple benefits.

COMPETITIVE LANDSCAPE

Mass beauty and personal care characterised by the presence of both national and international players

Both national and international manufacturers were present in mass beauty and personal care in Romania in 2017. Thanks to the ongoing rise of internet retailing, they all offer online platforms to help drive sales and widen their customer base.

Rising internet penetration fuels digital involvement

Internet penetration in Romania rose significantly over the review period. The convenience of the internet has encouraged industry players to explore digital involvement in many ways, from e-commerce to mobile apps.

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