Men's Grooming in Bulgaria

PROSPECTS

Beauty trends intensify among urban consumers and drive demand in men’s grooming

In 2018, beauty trends amongst men consumers in Bulgaria intensified as interest in personal appearance increased. The beauty trends gave rise to men’s deodorants and men’s skin care becoming the fastest-growing categories within men’s grooming.

The popularity of men’s grooming salons in urban areas rises

In line with global trends, the revival of traditional shaving and grooming methods has increased the frequency with which adult males are visiting men’s grooming salons. This has emerged as a popular channel for buying niche, old-fashioned grooming items in urban areas.

Men’s anti-agers are increasingly popular among mature men

Strengthening beauty trends among men in Bulgaria are creating sales growth opportunities for men’s skin care products. Premium men’s skin care experienced more dynamic growth in 2018 thanks to a rising affluent consumer base in urban areas and a wider product variety.

COMPETITIVE LANDSCAPE

Multinationals leverage large marketing budgets to sustain interest in their brands

Men’s grooming is becoming increasingly competitive, especially in the mass segment, where the presence of budget local and private label offerings expanded in 2018, crowding the category. Private label in the lower-economy price band expanded aggressively and posed a threat to multinationals, which invested in sports celebrities to strengthen their position.

Oriflame Bulgaria expands in men’s skin care in 2018

In 2018, Oriflame Bulgaria launched a new extension to its derma cosmetic brand NovAge – NovAge Men. The face of the brand was the famous Bulgarian actor Dean Donkov and the new launch was supported by strong marketing and promotional campaigns, including advertising billboards at key locations – highways, crossroads and central areas.

Private label players focus on men’s grooming

In 2018, Kaufland Bulgaria introduced its new private label Bevola in men’s toiletries and men’s skin care. Lidl Bulgaria also expanded its presence in men’s skin care with Cien Q10 and Cien Hydrogel.

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