Premium Beauty and Personal Care in Bulgaria

PROSPECTS

Premium antipollution skin care gains in popularity

Urban consumers with higher disposable incomes are increasingly aware of the negative effect of urban environmental factors such as air pollution, stress, extensive use of digital technologies and devices, and tobacco smoke. They are attuned to the concept of longevity and prevention and are willing to pay more for efficacy and personalised products that are tailored to their dynamic modern lifestyle.

Strong advertising and promotional activity is seen from premium and prestige brands

Premiumisation trends intensified in 2018. The growing affluent consumer base in the top two cities Sofia and Plovdiv created growth opportunities for exclusive and luxury brands.

Female consumers under the spotlight

Female consumers represent a large and growing segment for premium brand owners. In line with sociodemographic trends in Bulgaria such as an ageing population and the increasing role of females in society, the number of mature women in senior work positions is rising.

COMPETITIVE LANDSCAPE

L’Oréal Bulgaria achieves outstanding growth

In 2018, premium beauty and personal care was led by L’Oréal Bulgaria and its pharma brands Vichy and La Roche-Posay. Both brands were amongst the fastest-growing.

Luxury retailers benefit from increased consumer flow in large city centres

Thanks to continual economic improvement and the growing popularity of Bulgaria as an attractive city break destination for shopping and entertainment, central areas of the major cities have enjoyed increased tourist and visitor flows. Owners of premium fashion and luxury brands have benefited from the expansion of store-based retailers such as Douglas, Pretty and Sephora in Plovdiv and Sofia.

Internet retailing drives sales growth

Consumers with higher purchasing power in Bulgaria appreciate the flexibility, convenience and great variety that internet retailing offers in terms of premium brands. Retailers such as Notino Bulgaria, Makeup.

Files are delivered directly into your account within a few minutes of purchase.