Mass Beauty and Personal Care in Switzerland

PROSPECTS

Blurring boundaries between mass and premium beauty and personal care products

Over the review period, retailers and manufacturers blurred the boundaries between mass and premium products, and selective and mass retailing. For instance, organic products, which were previously limited to specialised stores such as pharmacies and drugstores with premium offerings, witnessed a strong development in mass retailing, through mass brands and private label.

Niche brands drive growth in mass beauty and personal care products

Mass skin care and make-up niche brands witnessed an outstanding performance in 2017. EOS, for example, known for its multi-flavoured, multi-coloured lip balms enjoyed great popularity over the review period and was available in most retail outlets.

Innovation also relevant in mass beauty and personal care

Mass brands have benefited greatly from both increased innovation to replicate that of premium brands, and aggressive marketing. While premium brands do innovate, they are also extending to the mass market, bringing added functionality at affordable prices.

COMPETITIVE LANDSCAPE

L’Oréal remains the undisputed leader

L’Oréal Suisse was the leading player in mass beauty and personal care in 2017. The company offers several highly recognised mass brands which are sold in mass distribution channels and have a mid- to high-priced positioning.

Mass brands account for the lion’s share in beauty and personal care

Mass products were responsible for the bulk of sales in most areas of beauty and personal care in 2017, in particular in hair care, due to the wide availability of hair care products and their value for money proposition. Bath and shower, deodorants and facial cleansing wipes also achieved significant sales in the mass category.

Mass vs masstige

Masstige, while not a new phenomenon, has witnessed many major beauty and personal care companies launching accessible premium quality products. Masstige includes products or brands which are positioned between the mass and luxury categories.

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