Premium Beauty and Personal Care in Germany

PROSPECTS

Skin care and skin protection favour premiumisation

Whilst mass skin care saw the fastest growth within mass beauty and personal care in 2018, premium skin care saw even higher growth, and was also the fastest growing category within premium beauty and personal care. The variety of products is growing, whether premium anti-ageing products which lead innovation and highlight the use of advanced technology to bring effective results, or products offering very specific benefits for the skin.

Premium colour cosmetics suffers decline

In contrast to the healthy showing of premium skin care and premium sun care, premium colour cosmetics recorded a current value decline in 2018. This was a stark turn in performance, considering the very robust performance as recently as 2016.

Premium fragrances experiences mixed results

Overall, premium fragrances recorded a positive current value performance in 2018. However, prices continued to be eroded, with the trend across the board being volume growth outpacing value growth.

COMPETITIVE LANDSCAPE

L’Oréal maintains and extends its lead

Despite the difficulties faced by premium colour cosmetics, L’Oréal Deutschland managed to extend its lead in premium beauty and personal care in 2018, thanks to the strong showing of its premium skin care brands, such as Lancôme, Biotherm and La Roche-Posay, amongst others. The company strengthened its focus on natural products in 2018.

Coty and Estée Lauder weaken

Meanwhile, Coty Deutschland suffered a declining value share in 2018, with falling value shares in premium bath and shower and deodorants; although the company held its own when it came to premium fragrances. The third player Estée Lauder also experienced a further decline in its overall value share in premium beauty and personal care in 2018, thus opening up a wider gap from the leading player.

Rituals benefits from the natural trend

Rituals Cosmetics Germany was one of the relatively few players to see an improvement in its value share in premium beauty and personal care in 2018, amidst the increasingly crowded competition. It benefited from the overall trend towards natural products, as it already had a strong image and a good variety of products with natural formulations.

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