Super premium beauty and personal care, especially skin care products, have gained significant popularity in Romania over the last two-three years. This is a result of massive online campaigns and the increasing number of exclusively online retailers that sell these products.
Super premium colour cosmetics has seen a worse performance than super premium skin care during the pandemic, recording a steeper decline in 2020 and failing to recover in 2021. Even though super premium colour cosmetics is gaining popularity in Romania, its growth has been restricted in the last couple of years by stay-at-home measures and the necessity of wearing a mask.
The share of value sales of super premium beauty and personal care generated by e-commerce almost doubled in 2020 and will continue growing, albeit at a decelerated rate, in 2021. Unlike many other luxury categories, e-commerce generates a meaningful amount of value sales in super premium beauty and personal care Romania, particularly from repeat buyers who are highly brand and product loyal.
Super premium beauty and personal care in Romania is relatively underdeveloped in comparison to other EU countries. With value sales emerging from a low base, this helped drive growth over the review period and will continue to offer opportunities for strong growth over the forecast period as the economy recovers.
E-commerce retailers will continue to play a crucial role in the growth of super premium beauty and personal care over the forecast period. Retailers of super premium beauty and personal care products are increasingly incentivised to keep their business exclusively online because Romanian consumers developed a habit of shopping online for such products during the pandemic and are likely to continue doing so out of convenience.
It is expected that locally produced super premium skin care products will continue to gain popularity among Romanian consumers over the forecast period. Social media influencers have already got involved in promoting more local brands to their followers and are trying to support local small business in this category.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Super Premium Beauty and Personal Care industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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