Premium Beauty and Personal Care in Austria

PROSPECTS

Premium beauty and personal care grows despite promotional activities

In 2018, premium beauty and personal care was shaped by the higher number of promotional activities and price reductions by beauty specialist retailers. Compared with previous years of the review period this development was new, and resulted from more competition in this distribution channel.

The performance of premium products varies between categories

Within premium beauty and personal care, fragrances and skin care accounted for the lion’s share of value and volume sales during 2018; premium colour cosmetics was the third largest category. However, the performance of premium products varied strongly between the different categories.

Solid growth is expected for skin care and colour cosmetics

Premium skin care recorded solid current value growth during 2018, and this is set to continue throughout the forecast period. The focus on premium skin care variants containing natural ingredients, combined with high consumer interest in healthy, but also younger-looking skin, is predicted to push value sales.

COMPETITIVE LANDSCAPE

Estée Lauder and L’Oréal Österreich lead premium beauty and personal care

The international players Estée Lauder Cosmetics and L’Oréal Österreich led premium beauty and personal care in value terms in 2018, with Estée Lauder recording a slightly higher share than its competitor. In fact, both players were able to strengthen their positions during the year.

Beauty and specialist retailers leads distribution

In Austria, beauty specialist retailers was the leading distribution channel in premium beauty and personal care. The most popular beauty specialist retail chains are Douglas and Marionnaud.

Competitive pricing is expected to continue in beauty specialist retailers

The competitive pricing and promotional strategies of beauty specialist retailers are predicted to continue at the beginning of the forecast period, as due to an increasing number of online retailers, beauty specialist retailers will face more pressure to attract consumers. In addition, it is expected that the beauty specialist retailer Sephora will set foot in Austria and open an outlet, presumably in Vienna.

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