Premium Beauty and Personal Care in Bulgaria

PROSPECTS

Premium dermacosmetics brands growth boosted by pharmacy chains popularity

Large chained pharmacies demonstrated dynamic growth in the review period, especially in the capital and other major cities. Product expansion was an important driver in beauty and personal care, especially in the premium segment, which offers higher margins.

Internet retailers increasingly influential in premium segment

Since popular drugstores like Dm and Lily Drogerie are not offering products through internet retailing in Bulgaria, specialised online beauty and personal care retailers fill the niche in online commerce especially in the premium segment, where brand variety in physical stores is usually limited or even non-existent in smaller cities. The leading beauty and personal care internet retailer in Bulgaria is Enzo.

Premium niche fragrances expand in male segment

Globally driven trends such as the rise of vintage fashion and the popularity of Oriental scents established themselves in Bulgaria in the review period. Affluent men were increasingly influenced by retro trends and attracted by niche brands highlighting their individuality and authentic masculine power.

COMPETITIVE LANDSCAPE

Boosting “ladies power” marketing campaigns

In 2017, women’s rights protection, emancipation and women’s roles in society became a “hot topic” globally and in Bulgaria. In the review period, the marketing activity of leading premium beauty and personal care brand owners like Sarantis Bulgaria with luxury brand Carolina Herrera and L’Oréal Bulgaria with the new Lancôme fragrance focused extensively on stimulating female confidence, power and individuality, resulting in successful new launches that supported their sales growth.

Leading company L’Oréal Bulgaria sees outstanding growth in the premium segment

Premiumisation trends amongst increasing numbers of urban affluent consumers and increased channel development, especially in beauty and health specialist retailers and internet retailing, stimulated L’Oréal Bulgaria’s strong performance over the review period. In 2016, L’Oréal took control of its distribution of luxury brands, which resulted in more efficient distribution and allowed more intensive promotional campaigns.

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