Skin Care in Bulgaria

PROSPECTS

Facial care’s strong performance is driven by antipollution cosmetics

The emerging product niche of antipollution cosmetics enjoyed increased popularity among urban consumers in 2018. Bulgarian major cities Sofia and Plovdiv rank as the most polluted in the EU.

The “ageless consumer” shapes positioning trends in skin care

The average age for using make-up and skin care products is continually declining. Younger consumers are increasingly health- and beauty-savvy and demand products that feature protection, prevention and individual fit.

Retailers to strengthen their focus on expanding the premium segment

The growing affluent consumer group are increasingly targeted by beauty and health specialist retailers including internet retailers, which view luxury and pharma cosmetics in skin care as having high potential. In the forecast period, retailers and brand owners will strengthen their partnerships even more to successfully nurture the loyalty and trust of the affluent consumer and sustain healthy sales growth in premium skin care cosmetics.

COMPETITIVE LANDSCAPE

Oriflame Bulgaria makes innovative launches in skin care

In 2018, Oriflame Bulgaria was very active in innovative, new launches. Some of the more notable new entries included the new DC (Diamond Cellular) anti-age cream with white truffle, designed for women of all ages to help their skin look bright and illuminating.

Internet retailing fosters growth of niche and exotic products such as Korean masks

Globalisation trends supported by the extensive use of the internet are facilitating consumers’ instant access to the latest innovation and fashion trends in skin care. In 2018, as in other international markets, Korean masks were very popular and trendy in Bulgaria.

Pharma brands are expected to grow in popularity

In 2018, intensifying health and wellbeing trends helped pharma skin care items to grow in popularity. Among the main sales growth drivers of pharma brands in skin care were the rapid development of health and beauty specialist retailers in Bulgaria, as well as the rise in consumer incomes.

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