In the second half of 2018, cosmetics became embroiled in diplomatic tensions between the US and Turkey. In a decree signed on August 2018, Turkey responded to US sanctions by increasing customs duties on several categories, including cosmetics.
Better employment and education prospects saw more consumers move to urban areas over the review period. Some new launches tap into increasingly hectic consumer lifestyles caused by urbanisation.
Oils remained popular as a natural format and/or ingredient across mass beauty and personal care. For instance hair care products containing oils were popular as consumers traditionally use pure almond oil for hair care.
L’Oréal aims to maintain its leading position by launching new products with sophisticated properties. The company’s leading categories are hair care, colour cosmetics and facial care.
In 2018, Avon Kozmetik benefited from successful new product launches, especially within fragrances, colour cosmetics and skin care. The new Mark collection aims to provide a solution for time-poor consumers by offering fast-use products.
Beauty specialist retailers like Watsons and Gratis implement regular price promotions and advertising for their private label products. Frequent promotions like buy-one-get-one-free or buy-two-get-one-free help to drive traffic to stores and increase sales, supported by reward points loyalty schemes.
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