Super Premium Beauty and Personal Care in Spain

PROSPECTS

The selfie culture boosts demand for beauty products

Spaniards are amongst the EU consumers with highest ownership of smartphones. Exacerbated by the global rise of the selfie culture, Spanish consumers, especially women, always strive to look their best and follow certain beauty criteria.

The use of bloggers and “it” girls

Looking great is set to remain a key social value over the coming years, and will include being a key follower of the latest trends, which are increasingly shaped by bloggers and “it” girls, along with local and international celebrities. These trends will be key in explaining the performance of a number of luxury brands in Spain.

Competition from pharma brands

The better macroeconomic indicators, which are expected to result in steady GDP growth and the decline of the unemployment rate, are set to continue over the coming years. In fact, if political instability allows, Spain is set to be one of the fastest growing economies in the EU in 2018 and the following years.

COMPETITIVE LANDSCAPE

Puig remains the leader

Although Puig is mostly active in fragrances, its leadership of this category resulted in the company consolidating its leading position in overall super premium beauty and personal care in value terms in 2017. The company is active with brands such as Jean Paul Gaultier, Carolina Herrera and Paco Rabanne.

Mergers and acquisitions

The top players consolidated over the review period, especially after the strong mergers and acquisitions that the category witnessed over this period: Puig acquired Jean Paul Gaultier, Revlon acquired Elizabeth Arden and its portfolio, and Procter & Gamble España is no longer in charge of the Dolce & Gabbana range – the NBO is now Beauté Prestige International. Procter & Gamble also sold its other brands to Coty.

Conscious consumers to support sales

As seen over the review period, Spaniards are becoming increasingly informed of and aware about products and behaviours that might damage their skin and hair. These new super-informed consumers are increasingly demanding natural and organic ingredients in the formulae of the products they buy for themselves and their families.

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