Premium Beauty and Personal Care in Romania

PROSPECTS

Premium products show good prospects

Premium beauty and personal care saw a strong performance in 2018. The main reasons for this were increasing disposable incomes and demand for a more personalised image.

Premium fragrances lead sales

Fragrances was the best-selling category within premium beauty and personal care in 2018. Premium brands continue to have resonance in Romanians’ minds, despite the periods when low income levels mainly stimulated sales of mass products, The diversity of the offer and the presence of international brands have maintained premium fragrances’ leading position.

Internet retailing drives sales of premium beauty and personal care

E-commerce has changed consumers’ attitudes towards premium beauty and personal care products in recent years. Internet retailing has seen rapid growth, from a small base, and was the most dynamic channel for sales of premium brands over the review period.

COMPETITIVE LANDSCAPE

L’Oréal Romania SRL holds leadership

The leading position of L’Oréal Romania SRL is a result of the strength of premium pharma brands like Vichy and La Roche-Posay, as well as premium fragrances brands like Armani, Lancôme, Yves Saint Laurent and Cacharel, and L’Oréal Professionel in salon hair care. L’Oréal’s brands benefit from strong customer recognition and a premium image established over a long period of time.

Premium pharma brands attract consumer interest

The growth of pharma brands is a reflection of the rising consumer interest in health and wellness, as well as higher disposable incomes. Chemists/pharmacies are considered the best place to purchase health-orientated products, and the products containing natural ingredients sold through this channel benefit from a high level of trust among consumers.

Brand fragmentation is high

Premium beauty and personal care is highly fragmented at brand level. Only a few major brands, such as Chanel and Dior, benefit from being advertised through the most important media, such as TV.

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