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.
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.
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.
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.
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.
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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Discover the latest market trends and uncover sources of future market growth for the Premium Beauty and Personal Care industry in Romania with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.