Premium Beauty and Personal Care in Lithuania

PROSPECTS

Demand for premium products continues due to rising purchasing power

The Lithuanian economy increased steadily over the review period, and this led to rising purchasing power amongst consumers, especially in large cities such as Vilnius and Kaunas. As a result, consumers became more certain about their budgets, paid more attention to product education and their personal health and looks, and started spending more on sophisticated and higher-priced beauty and personal care products.

Problem-solving products over general-purpose products

Pharma products were the largest contributors to the growth of premium beauty and personal care in Lithuania in 2018. Chemists/pharmacies expanded their offer of beauty and personal care products over the review period, and this is expected to continue in the forecast period, especially taking into account that they have to find additional ways to generate income after the ban on selling some types of medicines in other retailers was lifted from the beginning of 2019.

Facial care goes premium

Facial care was one of the most dynamic generators of revenue in premium beauty and personal care in Lithuania in 2018. This category benefits greatly from the general consumer perception that the face comes first; and the rest, especially less visible areas of the body, may need less attention.

COMPETITIVE LANDSCAPE

L'Oréal Baltic has the most balanced portfolio

L'Oréal Baltic must be recognised as a winner in beauty and personal care in both the premium and mass segments. In premium beauty and personal care, the company strongly benefits from its firm position in premium fragrances, in which its brands Yves Saint Laurent, Giorgio Armani and Lancôme have historically been very well-received by consumers.

A clear leader in premium colour cosmetics

Estée Lauder Cos was the strongest player in premium colour cosmetics in Lithuania in 2018. Its Mac, Clinique and Estée Lauder brands in colour cosmetics are very well-known amongst consumers, and saw dynamic value shares in 2018.

Two prodigies in premium skin care

Filorga and Bioderma are two premium brands which are highly visible in skin care. Filorga continued to post quite a good growth rate in 2018, benefiting from a strong advertising campaign and its general reputation as an effective product.

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