Super Premium Beauty and Personal Care in Romania

PROSPECTS

Super premium beauty and personal care is underdeveloped

Super premium beauty and personal care in Romania was one of the least developed in Europe and in the region in 2018. In Romania, approximately half the population lives in rural areas, where the supply of super premium beauty and personal care is limited.

Consumer preferences for natural beauty products

The relatively low purchasing power in Romania, compared with other countries in the region, is undeniably one of the major factors leading local consumers to turn towards premium brands, to the detriment of super premium beauty and personal care. Other variables are also important, including the consumer preference for natural beauty products which are free from artificial additives.

Internet retailing slowly becomes an important distribution channel

Internet retailing is gradually becoming an important channel in the distribution of super premium beauty and personal care in Romania, although with a strong focus on fragrances. All major beauty and personal care retailers and brands run their own online shops.

COMPETITIVE LANDSCAPE

Christian Dior and Givenchy are leading brands

Christian Dior and Givenchy remained the leading brands in super premium beauty and personal care in 2017 in Romania. These two are among the most coveted and recognisable brands in Romania, and offer many luxury goods, including both beauty and personal care as well as apparel and accessories.

Innovation and portfolio extension leads to product premiumisation

Luxury beauty and personal care demands regular innovation as consumers search for innovative products that offer an optimal level of usage. Romanians, along with other nations, seek super premium cosmetics that address multiple concerns such as skin care and hair care within a minimal time span.

Romanian consumers slow to be convinced by luxury brands

Overall, Romanian consumers’ spending on super premium beauty and personal care continues to lag behind that of other European countries. One reason for this is the highly competitive retail landscape, with many international luxury brands in beauty and personal care only available through online retailers.

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