Premium Beauty and Personal Care in Finland

PROSPECTS

Recovering economy boosts sales

Premium beauty and personal care suffered from the economic downturn seen earlier in the review period but as the economy started to recover so did the category. As a result, premium beauty and personal care saw a return to growth in 2017 with this continuing in 2018.

Natural and organic products encourage consumers to trade up

Following the trend seen across beauty and personal care in Finland, it was natural and organic products that gained significant attention within premium beauty and personal care in 2018. This was reflected in the niche category of premium baby and child-specific products in which Weleda AG dominates.

Internet retailing continues to expand

Internet retailing saw strong growth over the review period with it opening up the market to niche players offering premium beauty and personal care that might otherwise struggle to find their way onto retailers’ shelves in Finland. For example, local brand Laponie of Scandinavia offers premium skin care through its website which is made from locally-sourced natural ingredients that are not tested on animals.

COMPETITIVE LANDSCAPE

L’Oréal maintains lead

L'Oréal Finland Oy continued to hold a strong lead in premium beauty and personal care in 2018 with it benefiting from its huge and expanding portfolio of products. The company’s Lancôme brand maintained a healthy lead in premium colour cosmetics which includes its well-known Lancôme Hypnôse range of mascara, with it constantly launching new products to sustain interest, such as its new Hypnôse Artliner.

Fudge Professional continues to see strong growth

One of the most dynamic performers in 2018 was PZ Cussons Beauty LLP with its Fudge Professional line of premium hair care. The brand was only launched in Finland in 2015 but it has seen rapid growth with it benefiting from a clear and strong brand image that targets a younger consumer base.

Local brands perform well with provision of natural, eco-friendly and vegan products

Local and regional brands performed well in 2018 with these often focused on natural, eco-friendly and vegan products. Swedish brand Maria Nila was one such example with its vegan range of premium hair care proving very popular towards the end of the review period.

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