Premium Beauty and Personal Care in Austria

PROSPECTS

Increasing health concerns trigger demand for premium products

With an increasing amount of information available on healthy lifestyles, Austrians are becoming more and more cautious when it comes to products they consume or use. This is especially the case when it comes to products in areas like beauty and personal care, which contain various chemicals.

Growing demand for more exclusive products

In addition to health concerns, demand for premium producers is also being influenced by other factors. For instance, many non-affluent consumers are also looking to experience premium brands, but restricting use to special occasions, while still using mass products on a daily basis.

Premium products perceived as being useful in professional life

Premium beauty and personal care brands also profit from the fact that many consumers, even less affluent ones, increasingly perceive such products as being a good investment for their professional life. For instance, the use of premium cosmetics and skin and hair care is increasingly seen as a must in order to project a more confident personal appearance in the work place.

COMPETITIVE LANDSCAPE

International producers continue to lead sales

Estée Lauder Cosmetics and L'Oréal Österreich continued to lead sales in 2017. These two leading players are followed by a number of other international producers, with big global companies remaining far ahead.

High-end natural products to see increase in demand

The only notable domestic producer in premium beauty and personal care products in 2017 was Ringana, a domestic direct seller which was able to position itself alongside international direct sellers like Amway. Ringana manufactures and sells high quality premium products that are freshly prepared and sold.

Fierce competition to continue among premium producers

Although perceived as being more unique and exclusive (compared to mass products) by many consumers, premium beauty and personal care products saw a high level of competition, with many brands fiercely fighting for sales share. While many producers fought for share with new products and strong advertising support, beauty specialist retailers such as Douglas and Marionnaud focused on seasonal discounts, through which many consumers could obtain their favourite premium brands at lower prices.

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