Skin Care in Slovenia

PROSPECTS

Premium products lead growth

Skin care recorded moderate retail value growth in 2018, with premium products registering above-average growth. Premium face masks, premium basic moisturisers and premium anti-agers all witnessed strong growth from small bases as a number of women began to treat themselves to higher-quality skin care products which offer added value.

Organic and natural to reshape demand

Although discounts and price promotions remained prevalent in 2018, this was offset by a significant minority of consumers being willing to compromise on quality when addressing specific skin problems, coupled with rising demand for natural and organic products. Consumers are becoming more aware of the potentially harmful ingredients used in some skin care products, demanding full transparency and healthier products, and organic and natural products will likely impact the direction of development over the forecast period.

Innovation and product launches

There have been significant product developments in skin care, although their effects are often short-lived due to the large number of launches. Nonetheless, manufacturers benefited from a number of launches in 2017/2018, such as Nivea cream, whereas private label reaped rewards in hand care, facial care and body care.

COMPETITIVE LANDSCAPE

Wide portfolios key in skin care

Skin care in Slovenia is relatively concentrated, with three players holding strong retail value shares in 2018. L'Oréal Slovenija, the largest company in overall beauty and personal care, led skin care due to its strong position in premium skin care with flagship brands such as Biotherm and Vichy, which benefit from strong investment in innovation and marketing.

Domestic manufacturers stand their ground

Beiersdorf ranked second in skin care in retail value terms in 2018, thanks to its widely recognised Nivea Visage brand, which is a prolific innovator in skin care, supported by substantial marketing activity, ensuring constant brand exposure and visibility. Consumers associate the brand with high quality and innovation, and the company is able to charge a premium for its mass products.

Product development and marketing vary

Mass products witnessed greater dynamism in terms of advertising, promotion and product launches in 2017/2018, including in facial care. Continuous support from a wide range of price discounts and promotions remains the primary factor driving sales of mass brands, whilst premium brands compete mainly on the knowledge of the professionals working in the channels where premium brands are sold, such as beauty specialist retailers and drugstores/parapharmacies.

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