Facial masks are rapidly becoming very popular, thanks to a quickly growing product assortment and convenience of use. Many notable innovations were witnessed in 2018; for example, Declaré Switzerland Superfood Masks took the “superfood” trend from packaged food, where healthy and nutritionally rich ingredients are booming.
Premiumisation in skin care was a major trend in 2018, with masstige brands and premium products gaining ground. Pharmaceutical brands which have clinically tested results are becoming more popular every year, with the selection becoming larger in 2018, for example from Ziaja and Vichy.
Firming/anti-cellulite brands saw growing consumer interest in 2018, thanks to the significant overweight adult population in Slovakia. Cellulite is a problem for many consumers, and more people are tending to trust retail beauty brands rather than home-made remedies, which were previously popular.
Skin care is among the fastest growing categories within beauty and personal care, and has strong future growth prospects, which is attracting new players. Pharma brands saw strong sales growth in 2018, with new products, such as Placentor Vegetal in anti-ageing, which is sold via pharmacies and beauty salons.
Product innovation in skin care was significant, with numerous product launches in 2018. Merging product properties between various categories was an increasingly popular path for innovations, with, for instance, Balea Teint Perfection spray 2-in-1, by dm-drogerie Markt, which is claimed to tone, hydrate and refresh skin, and assist the application of make-up.
Consumers in Slovakia increasingly opted for larger pack sizes in 2018, as they sought the best value for their money. Looking for ways to save money continued to make price promotions and discounts highly important in 2018, with many consumers comparing the prices of their preferred items online, for example via websites like heureka.
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This industry report originates from Passport, our Beauty and Personal Care market research database.