Premium Beauty and Personal Care in the Czech Republic

PROSPECTS

Rising incomes and health concerns trigger demand for premium products

Czech consumers are becoming increasingly cautious when it comes to the products they use. This is especially the case when it comes to beauty and personal care, as products can contain various chemicals and are applied to the skin.

Fragrances continues to lead the premium segment in value terms

The popularity of premium products continues to increase across beauty and personal care. However, it is noticeable that the degree to which the premium segment is becoming important to consumers varies depending on the gender and specific product category.

Internet retailing is a strong distribution channel for premium products

In 2018, internet retailing was the most dynamic channel in the distribution of premium beauty and personal care products. Whilst beauty specialist retailers continued to play an important role, internet retailing gained further ground due to the vastly lower prices via this channel and the wider choice of products and formats.

COMPETITIVE LANDSCAPE

L’Oréal leads premium beauty and personal care

In 2018, L’Oréal remained the leading company in premium beauty and personal care in value terms, whilst increasing its shares across a number of categories. The company’s strong position is achieved thanks to its wide portfolio of strong brands in this price segment, including Vichy, La Roche-Posay, Kérastase, Lancôme, Biotherm, Giorgio Armani and Kiehl’s.

Dr Max and Teta seize the opportunity in the premium segment

The Dr Max pharmacy chain launched specialised “dermo corners” in 12 of its own selected pharmacies across the Czech Republic. These “dermo corners” were opened as additional support for the launch of its private label dermo cosmetic line Nuance at the end of 2017.

Competition across premium brands

Although perceived as being unique and exclusive by many consumers, premium beauty and personal care products see a high level of competition, with many brands fiercely fighting for share. Whilst many producers fight for share by offering new products and carrying out strong advertising support, beauty specialist retailers such as Sephora, Fann Parfumery, Douglas and Marionnaud focus on improving the in-store service and experience.

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