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Ireland colour cosmetics market: Eurosales International the leading player during 2012
Colour Cosmetics in Ireland - a new market research report on 2014-04-18 03:14:05
For the first time, Eurosales International became the leading player within the Ireland colour cosmetics market, increasing its category share to 16% in 2012. This occurred, despite the former leader, L´Oréal maintaining its value share at 13%. Eurosales International benefited from increased distribution of the Essence and Catrice brands nationwide. The popularity of the two brands over 2012 was the result of improvements in their formulas and was boosted by the lower disposable incomes of many Irish women. The brands are also becoming increasingly popular among younger demographics, with Essence releasing a special edition range to coincide with the release of the latest Twilight movie.

Colour cosmetics in 2012 saw the widespread availability of BB (beauty balm) creams by the main players, with Rimmel being one of the last of the major international brands to launch its own BB cream products. BB creams in Ireland differ in other countries as the fair complexions of Irish people mean they do not want their skin whitened or brightened. Instead the product highlights a 24-hour hydration and is a hybrid between a foundation and a tinted moisturiser. BB creams have been well received by beauty bloggers and experts which have assisted in the 5% growth of other facial make-up in 2012. There have also been significant trials of BB creams by Irish consumers, which also helped drive sales of the overall category.

While the category performed well in 2012, colour cosmetics is expected to achieve a constant value CAGR of just 1% over the forecast period. While the industry performed well in 2012, this was coming back from falling levels and it is not expected that there will be significantly higher levels of growth in the industry as a whole. While it is believed that Ireland is coming to the end of its economic difficulties and as consumer confidence slowly begins to turn, it is envisioned that the mass market will benefit from economic turbulence. This is because consumers will come to believe that mass products perform just as well as premium products. Moreover, even when disposable incomes do start to increase, consumers will continue to opt for a cheaper product that they know works just as effectively.

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