Premium Beauty and Personal Care in Switzerland

PROSPECTS

Stagnant performance over the forecast period

Premium beauty and personal care is expected to remain stagnant in constant retail value terms over the forecast period. Demand for premium brands is set to result from the “less is more” trend, which involves consuming fewer products but of better quality.

Organic products increasingly popular

Premium facial care was the most dynamic category within premium beauty and personal care in 2017. Growth was fuelled by the strong influx of small and unique independent brands, as well as a strong focus on natural organic formulae.

Premium fragrances to place greater importance on individuality

As premium fragrances was flooded with purely commercial products during the review period, it is expected that Swiss consumers will increasingly turn to unique and exclusive fragrances, which reflect their lifestyles and individuality and offer characteristics which make them attractive to consumers: quality ingredients and rare juices, produced in smaller quantities and retailed through a limited number of high-end retailers. More manufacturers will likely expand their ranges to include niche fragrance brands in order to increase revenues.

COMPETITIVE LANDSCAPE

L’Oréal Suisse leads

Multinational L’Oréal boasts one of the highest research and development spends in the industry and claims to have created over 130 molecules in the last 40 years. The company is pursuing a premiumisation path, a trend prevalent in cosmetics.

Digital activation key to sustain growth

Digital activation is driving strong growth in usage frequency, especially among younger consumers and millennials. Premium beauty and personal care manufacturers are expected to continue to tap into the boom of internet and social media sites with their marketing.

Niche a hot topic

Premium beauty and personal care in Switzerland has witnessed an increase in the popularity of niche brands and smaller manufacturers, particularly in the premium segment. This is notably true for fragrances.

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