Super Premium Beauty and Personal Care in the Netherlands

PROSPECTS

Positive environment for luxury products ensures demand

Good economic prospects and increased consumer confidence will have a positive influence on the demand for super premium beauty and personal care products. Despite the maturity of the category, manufacturers see a positive environment in which to continue investing in new product development and advertising, witnessing opportunities for growth as consumers shift towards value-added formulas.

Empty physical retail store space enforces brands and launches

Changes in consumer purchasing habits will continue to impact the distribution map for super premium beauty and personal care products. The Dutch consumer is open to purchasing luxury formulas but looks carefully at prices, comparing across channels to find the best possible deal.

Greater interest in personal image among Dutch Consumers

Anti-ageing products are of prime interest for Dutch consumers. The interest in personal image is luring more people to choose formulas that deter the skin’s natural ageing process.

COMPETITIVE LANDSCAPE

Chanel reinforces its position through extensions that honour Coco Chanel

Chanel has emerged as one of the most dynamic manufacturers with frequent product introductions and intensified promotion and advertising. After the high-profile launch of the Gabrielle fragrance in 2017, Chanel launched new extensions from the top-selling variant, Chanel No5, in 2018 inspired by the favourite holiday destinations of Coco Chanel.

L’Occitane praised for use of natural ingredients

Available mostly through a network of flagship stores located in Amsterdam, The Hague, Rotterdam and Utrecht, French beauty brand L’Occitane is popular among super premium beauty and personal care products. In 2017, the manufacturer further innovated in fragrances with Terre de Lumière, expanding the line with body wash/shower gel and body lotion.

Zadig & Voltaire invest to raise brand presence

Zadig & Voltaire introduced a new fragrance called This is Her! and a skin care line in 2017. The French brand has invested to reinforce its position and raise awareness through advertising and the opening of new flagship stores, for example in The Hague.

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