Premiumisation was a key trend in beauty and personal care in 2018, which significantly impacted mass and masstige products, as these continued mimicking premium products in terms of ingredients, design and marketing support, attempting to convince consumers that similar quality products may be purchased for much lower prices. Strengthening purchasing power will facilitate spending on higher tier beauty products during the forecast period, including premium pharma products and luxury brands, with a negative impact on the mass segment.
Rising health awareness in Slovakia is supporting demand for organic cosmetics and natural ingredients. Paraben-free, sulphate-free, paraffin-free and silicone-free products that also feature environmentally conscious packaging are becoming more popular.
More convenient product application was a notable trend in 2018; for example, Balea Reinigungs Stick, from dm-drogerie Markt, in liquid/cream/gel/bar cleansers. It is easy to use and effective, and was given an award as one of the best product innovations in 2018 by an independent consumer survey.
Retailers showed increased interest in being a part of the beauty and personal care market in 2018, owing to its strong growth prospects. New players entered the market or extended their presence to new categories, such as Kaufland Slovenska Republika’s Bevola brand.
Numerous notable product launches were made in beauty and personal care in Slovakia in 2018. For instance, vitamin C as an active ingredient was used by Vitabrid C12 Scalp Shampoo, a pharma brand by Bayala sro, which is marketed to improve scalp and hair health.
Small local businesses that typically provide hand-made organic products, such as Soaphoria, Ponio and Navia, grew dynamically in 2018. Their brands offer a wide array of beneficial features, providing added value to consumers, such as Soaphoria’s Beautyphoria colour cosmetics range.
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