Skin Care in Portugal

PROSPECTS

Skin care set to know further democratisation

Some consumers, particularly with lower purchasing power, used to see skin care products as not essential and quite expensive compared to their benefits. Nevertheless, Portuguese consumers are increasingly aware of the importance of taking care of the skin.

New routines set to boost sales of facial skin care

Portuguese consumers, particularly women, are increasingly aware of the importance of taking good care of their skin, especially of their face. Facial skin is increasingly exposed to pollution, for instance.

Demand for more natural products is set to increase

Skin care products are recording significant increase. Meanwhile, controversy over the potentially dangerous ingredients, particularly chemicals, contained in these products is growing.

COMPETITIVE LANDSCAPE

L’Oréal Portugal continues to lead skin care with multibrand strategy

L’Oréal Portugal continued to lead skin care in 2018. The company owns a wide portfolio of brands in both mass and premium markets.

Private label players improve their image

Private label players were very active in 2018. Jerónimo Martins’ Pingo Doce chain of supermarkets and hypermarkets launched a new skin care brand, Be Beauty Care, which offers a complete and very wide range of products including basic moisturisers, anti-agers, cleansers and masks in facial care, but also body care and hand care products for instance.

Unusual focus on natural formulations boosts image of private label

Jerónimo Martins also incorporated natural ingredients such as soya oil, avocado oil, olive oil, karité butter and/or almond extracts into its skin care products, meeting the rising demand for more eco-friendly products. Such a complex and segmented range is rare in private label and is currently helping improve the perceived quality and image of these products.

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