Skin Care in Israel

PROSPECTS

Change in pricing policy impacts growth

At the beginning of 2017, leading health and beauty specialist retailer Super-Pharm and other beauty specialists changed their pricing policy, which had a dramatic impact on growth in several skin care categories. Previously offering high prices and deep discounts or buy-one-get-one-free deals, retailers began to price products more moderately and offer fewer discounts, thus allowing consumers to more easily understand the final price.

Social media impacts skin care choices

Social media has had a dramatic impact on skin care. Beauty bloggers are influencing both consumers' skin care routines and their choices of products; many discuss their skin care routine, which includes cleansing and moisturising well before applying make-up, as well as the occasional use of masks.

Rising demand for natural ingredients

Consumers are increasingly interested in natural products; although all-natural products were still a small niche as of 2017, companies were combining more plant-based ingredients in new products. For example, Careline's new Multi Effect series combines coconut oil, shea butter, almond oil and other natural moisturising ingredients, and Lancôme's Energie De Vie products include cranberry, ginseng and lemon; however, all-natural products are on the rise too.

COMPETITIVE LANDSCAPE

Alpa Cosmetics leads skin care

Alpa Cosmetics led skin care in 2017, gaining the leading position thanks to its wide range of brands, both premium and mass. Its brand Nivea holds a strong position, especially in body care, and its products are considered quality moisturisers and are typically promoted through dominant stands at leading health and beauty specialist retailers.

Strong position for L'Oréal Israel

L'Oréal Israel also holds a strong position within skin care, with its premium brand Lancôme ranking first within the category. Lancôme is popular despite being high-priced and it has maintained this popularity through various marketing activities, both online and at points of sale.

New brands and products

Several new products entered body care in 2015-2016. First, two new brands entered firming/anti-cellulite body care: Frei Oil, introduced by Naveh Pharma at the end of 2016, and Bio-Oil, marketed by Danshar since 2015.

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