Premium Beauty and Personal Care in Spain

PROSPECTS

Premium products need to give something extra

The tight budgets faced by Spanish consumers for a number of years over the review period made them more careful about where to spend their money, and more informed about what they needed and which products could help them to achieve their goals. As a result, the recovery of the financial situation of the average Spaniard is likely to consolidate over the forecast period, and is not set to result in rocketing sales of premium beauty and personal care ranges in Spain.

Pharma sales rise

Pharma beauty and personal care brands are gaining momentum in Spain. Brands that can be classified as pharma and others that embody their characteristics are likely to benefit from increasing concern amongst Spaniards about what the products they buy contain.

Wooing new consumers

Traditionally, premium ranges focused their investment on attracting middle-aged consumers, as these consumers were traditionally wealthier; hence had more financial capacity to spend on their expensive ranges. Although most consumers are still over 40, premium non-pharma beauty care players are set to focus on encouraging younger Spaniards to buy their product ranges.

COMPETITIVE LANDSCAPE

L'Oréal España continues to lead, Puig continues to grow

L’Oréal continued to lead premium beauty and personal care in 2017, closely followed by Puig. Puig continued to grow in premium beauty and personal care in 2017.

Promotion is key to success

In line with the review period, sales of premium beauty and personal care products were strongly linked to television advertising in 2017, especially in the case of fragrances and skin care. For this reason, the big chains operating in the category increased their expenditure on television advertising.

Distribution is also important

In terms of distribution, department stores represents a significant channel for sales of premium beauty and personal care products. El Corte Inglés is putting more emphasis on premium brands with its multiple premium brand corners, renewing the sales area for beauty and personal care products.

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