Premium Beauty and Personal Care in Slovakia

PROSPECTS

Masstige brands will continue to challenge premium products

Manufacturers of masstige products continued to market and position a growing number of products as premium or high quality, which posed a serious threat to the growth and further development of premium beauty and personal care in Slovakia. Convincing consumers that they can have the same product quality for less money benefited masstige brands.

Pharma products gain popularity

Pharma products gained significant consumer attention in 2017 thanks to having effects that are proven by medical studies. Pharmacists’ recommendations were also welcomed by consumers and helped develop sales significantly.

Internet retailing an important distribution channel for premium beauty products

Internet retailing continued to gain popularity, as online stores typically offered a wider selection of premium brands and better prices. Here price comparison portals, such as Heureka.

COMPETITIVE LANDSCAPE

Improved advertising boosts sales performance in 2017

Stronger marketing budgets for premium brands helped premium beauty and personal care products become more visible. Television adverts, brand advertising online (including social media), price promotions and printed press adverts (mainly in lifestyle magazines) helped establish a stronger position for premium products in 2017, particularly when facing growing competition from masstige brands.

Professional hair care products start selling in retail in 2017

Consumers opted increasingly for professional-quality hair care product solutions, which drove demand for salon professional hair care products in 2017. Educated staff at hair salons played an important role in the strong growth registered in 2017 as they were able to suggest and recommend products that matched consumers’ needs.

Stronger new product launches popularisation necessary

Product reviews by bloggers or vloggers gained popularity and this channel will be used increasingly by manufacturers of premium brands. This will be useful particularly for new product launches to help popularise and make them more visible.

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