Skin Care in Belgium

PROSPECTS

Towards more natural skin care products

Concerns about composition of skin care products rose strongly amongst Belgian consumers towards the end of the review period. This factor, coupled with the increasing sensitivity of their skin, resulted in strongly increasing demand for natural products in 2017 and 2018.

Vegan and sustainable products benefit from the natural ingredients trend

The trend towards natural products started to become mainstream in 2018, as mass manufacturers introduced products featuring natural ingredients. The relevance of this trend boosted the development of two other niche trends.

Asian skin care culture influence Belgians

There is a growing Asian influence in skin care in Belgium in terms of formulas, types of products and ways of utilising skin care products that are not typical of Western European habits. In Belgium, such influence has firstly taken place with the success of “liquid care” products.

COMPETITIVE LANDSCAPE

Upsurge of private label and beauty specialist retailers

In 2017 and 2018, there was growing development of value-for-money brands in skin care and growing cannibalisation between channels. For many years, increasingly accessible dermocosmetics brands sold in chemists/pharmacies in terms of price have been perceived as offering better value for money than the luxury products sold in perfumeries and beauty specialist retailers.

Skin care leaders lose shares

Category leader L’Oréal Belgilux remained at the top of the skin care competitive landscape in 2018; however, its value share in several categories declined slightly over the year. Indeed, competition from both mass health and beauty retailers such as Rituals, and from premium manufacturers such as Laboratoire Nuxe and Pierre Fabre Benelux proved very strong.

Small natural local brands make waves

The dominance of foreign multinational manufacturers such as Beiersdorf, Estée Lauder, L’Oréal, Yves Rocher, Laboratoire Nuxe, Pierre Fabre Benelux and L’Occitane International in skin care in Belgium is well established. These companies can count on strong distribution networks and on solid brand recognition.

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