Super Premium Beauty and Personal Care in the Netherlands

PROSPECTS

Positive environment for luxury products ensures continued demand

Beauty and personal care continues to generate healthy growth in the Netherlands, with dynamic demand for more expensive products. Manufacturers and retailers are responding to this demand with innovation and the advertising of new products.

Super premium skin care most dynamic as Dutch consumers look for the latest formula innovations

Super premium skin care recorded the strongest growth in 2019, driven by increasing interest in formula innovation and prevention. Manufacturers pursue effective marketing actions in order to promote the latest formulas that introduce improvements in areas such as skin care ageing, irritation or allergies.

Internet retailing is seeing strong sales growth but its share is still lower than in other categories

Even if its share is smaller than in other luxury goods categories, the impact of internet retailing is still being seen in the distribution of super premium products, as more Dutch consumers are getting used to making purchases online. People are increasingly checking across the different channels to find the best price deals and discounts on products such as fragrances and skin care.

COMPETITIVE LANDSCAPE

Chanel reinforces its position through new products, communication and promotions

Leading player Chanel is one of the most dynamic manufacturers, with frequent product introductions and intensive promotion and advertising. Chanel continues to invest in new product development, backed with effective communication and in-store promotion.

Lancôme’s new Idole fragrance boasts sustainable features and celebrity-backed advertising

Manufacturers are encouraging consumers to purchase products by introducing new variants and extensions backed by advertising that contributes to raising people’s curiosity to try them. Players also realise that consumers are increasingly looking for more sustainability in their products.

La Mer steps up its promotional activities

In skin care products, La Mer intensified its promotional activities in 2019. The brand is available at special kiosks located in De Bijenkorf department stores and specialist perfumeries such as Douglas.

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