Mass Beauty and Personal Care in Romania

PRE-COVID-19 PERFORMANCE

New product developments important in mass beauty and personal care, with the natural trend on the rise

The natural trend continued to gain popularity in Romania in 2019, characterising the performances of key categories within mass beauty and personal care. Bath and shower benefited from product developments that were suitable for sensitive skin with free-from formula claims, such as the free-from parabens Dove Renewing Glow.

E-commerce continues to grow

The number of internet users in Romania grew significantly over the review period. This factor influenced players in mass beauty and personal care to provide alternatives to enable their customers to shop online.

Avon Cosmetics continues to lead, but L’Oréal the most dynamic player

Avon Cosmetics Romania maintained its position as the leading player in mass beauty and personal care, but it also continued to lose value share. Its leading position is thanks to the popularity of the company’s products and its continuous promotional campaigns, which have recently been increasingly orientated towards the digital space and collaborations with local influencers.

2020 AND BEYOND

COVID-19 impact

Value sales of mass beauty and personal care are expected to decline by 6% in 2020 at constant 2019 prices in light of the impact of COVID-19. While sales will be impacted by the country’s lockdown in the first half of 2020, with consumers using fewer products, such as colour cosmetics, as they spent most of their time at home, sales will also be impacted by the increasing economic uncertainty.

Affected products within mass beauty and personal care

The impact of the COVID-19 pandemic will vary across the different product areas in mass beauty and personal care. Products with a non-essential positioning and those generally used in order to maintain an attractive and well-groomed appearance will be among the hardest hit, with mass colour cosmetics seeing a strong value decline at constant 2019 prices in 2020 as consumers spend most of their time at home.

Recovery and opportunities

The 2020 decline should prove to be a one-off for mass beauty and personal care, which will immediately return to positive value growth at constant 2019 prices in the following year in 2021. Relatively healthy positive value growth rates will also be recorded in the rest of the forecast period after 2021, with most categories able to record positive CAGRs over the 2019-2024 period as a whole, despite any 2020 downturns, although mass fragrances will be an exception here as its sales decline in 2020 will have been so steep.

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