Skin Care in Romania

PRE-COVID-19 PERFORMANCE

Natural ingredients and dermocosmetics are strong trends across skin care in Romania

Growing popularity of natural ingredients in personal care products, especially in skin care, has been seen in Romania. Consumers are becoming more educated about and aware of the ingredients in skin care products and their impact on the skin.

Advertising is moving online, while e-commerce is driving the popularity of Korean skin care products

The average age for using make-up and skin care products in continuously falling in Romania. The younger generation is becoming more interested in health and beauty and is therefore demanding products that will make their skin look flawless.

Farmec continues to lead skin care, while innovation is driving facial care growth

In 2019, the local leader Farmec focused on expanding its presence by launching more products featuring innovative specialised care, by increasing its number of stores and through collaborations with distribution channels. Farmec introduced a number of skin care products that were appealing to Romanian consumers due to the fact that they are in line with ongoing trends in the marketplace.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the positive growth of 4% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

With the general public repeatedly advised to thoroughly wash their hands on a regular basis or, failing that, to use hand sanitiser to clean the hands as a means of combatting the spread of COVID-19, this has also been driving sales of hand care products, with consumers needing to moisturise hands dried out due to all the washing/sanitising. This meant that not only was hand care one of the few areas of skin care to continue growing in 2020, but it was actually recording a very strong performance during the year at constant 2019 prices.

Recovery and opportunities

After the decline in value sales in 2020, skin care will immediately return to recording positive growth rates from 2021 at constant 2019 prices, which will continue throughout the rest of the forecast period. This rebound will be almost universal across skin care, with only hand care moving in the opposite direction, recording a one-off decline in value sales at constant 2019 prices in 2021 after the strong growth seen in 2020, possibly due to consumers overstocking on this product during the pandemic.

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