Skin Care in Israel

PROSPECTS

Companies target younger consumers

Companies are targeting younger audiences in both skin care and colour cosmetics. They are focusing on raising awareness amongst younger consumers by emphasising the importance of early skin care and well-nourished skin, with promotions aiming to encourage whole skin care routines.

Sales of skin care sets/kits are rising

New types of skin care sets/kits are being launched, leading to growth in this category. In the past, skin care sets/kits were generally given as a gift after purchasing a certain number of products; however, these have now also become available to purchase separately.

Face masks is a growing trend

Face masks is seeing growth, as new products are continuously being launched. These products are becoming more widely available, as they are slowly entering additional channels.

COMPETITIVE LANDSCAPE

Alpa Cosmetics leads skin care

Alpa Cosmetics led skin care in value terms in 2018, with brands such as Ahava, Clarins, Nivea, Chanel and Lancaster. Its premium brands, Clarins and Lancaster, have a strong shelf presence and offer a variety of skin care products.

Online retailing grows

Online sales are growing in skin care, due to the rising popularity of international retailers and new online websites and brands. Many websites include new products which follow the latest trends, and offer reduced prices on skin care products.

Consumers are seeking natural products

The natural trend continued in 2018, as more consumers sought natural-based skin care products. Due to consumer demand, more and more companies are producing natural-based products, and advertising them as such.

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