Premium Beauty and Personal Care in New Zealand

PROSPECTS

Consumers seek brands with personality

New Zealanders, especially millennials, are more likely to purchase premium beauty and personal care if the brands are able to justify the premium price with a unique personality. Tom Ford is a successful example of a brand that is gaining popularity for its Lips & Boys lipstick collection, which has its own distinct personality and incentivises customers to pay a premium for it.

Premium colour cosmetics records robust value growth

Premium colour cosmetics, especially premium eye make-up and facial make-up, recorded strong current value growth in 2018. Many limited edition products were launched by premium cosmetics brands to test the market and to create a sense of excitement amongst consumers.

Omnichannel is key in premium beauty and personal care

When consumers pay a premium for products, they expect an outstanding experience. Loyalty programmes with rewards for returning customers, in addition to in-store and online beauty advisors, should be adopted to provide an exceptional experience.

COMPETITIVE LANDSCAPE

Premium retailers expand their footprints

Premium retailers such as David Jones and Mecca Maxima are expanding and increasing their number of stores in New Zealand. While David Jones opened its first store in 2015, it is planning to open another store in Auckland in 2019.

Estée Lauder (NZ) Ltd retains lead

Estée Lauder (NZ) Ltd, with an extensive portfolio of brands such as Estée Lauder, Mac and Clinique, retained its leadership of the premium category. Under Clinique, the player has been able to innovate and produce targeted products such as the new Clinique Men Custom Fit Daily Hydration and Oil Control sets that are designed specifically for men who are increasingly paying attention to their skin.

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