Premium Beauty and Personal Care in Ireland

PROSPECTS

Brexit a considerable challenge for the category to overcome

While the category is not generally vulnerable to economic circumstances, Brexit is likely to provide a challenge to the category due to the uncertainty surrounding tariffs and export costs. Many manufacturers combine their operations for the UK and Ireland.

Premium colour cosmetics expected to drive sales growth

While premium deodorants are expected to be the fastest-growing category over the forecast period, growth will be from a low base. The premium colour cosmetics category is set to drive sales growth over the forecast period with continued investment in premium brands by players such as Charlotte Tilbury and Huda Beauty (one of the most significant launches in 2017).

Hair care sales expected to see premium sales growth

With consumer spending power to improve over the forecast period, it is anticipated that there will be additional investment in premium hair care as brands such as Kérastase, Bumble & Bumble and Redken become more mainstream and available through beauty specialist retailers and drugstores/parapharmacies as well as a greater online presence. In the past these products were only available in hair salons.

COMPETITIVE LANDSCAPE

L’Oréal (UK) Ltd leads premium beauty and personal care

L’Oréal (UK) Ltd led retail value sales in the category in 2017. The company’s retail value share stagnated but its retail value sales increased in current terms in 2017 as the company has a wide product portfolio across several beauty and personal care categories.

Domestic player Irish Breeze Ltd one of the fastest-growing manufacturers

One of the fastest growing players in the category was Irish Breeze Ltd. The company’s baby wipes brand WaterWipes continued to go from strength to strength.

Premium collaborations continue to pique consumer interest

Beauty collaborations continued in the premium colour cosmetics category, most notably fashion designer Victoria Beckham doing a collection for Estée Lauder. Consumers continued to buy into the luxury factor of premium brands with the Victoria Beckham x Estée Lauder collection in terms of its black and gold packaging as well as the quality of the products.

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