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Beauty and Personal Care in New Zealand

New C&M analysis: New Zealand Beauty and Personal Care Market

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2014-04-02 00:23:01 - Beauty and Personal Care in New Zealand - a new market research report on

2012 saw the continued popularity of concentrated oils and serums formulated for specific target areas of the skin. Consequently, skin care products to reduce fine lines and wrinkles and lift the skin around the throat, mouth, forehead and eyes continued to be a main focal point for manufacturers of anti-ageing formulations. Examples introduced in 2012 included Clarins Defining Eye Lift and Clarins Defining Facial Lift serums, Shiseido Bio-Performance Super Corrective Serum, Estée Lauder Perfectionist Wrinkle Lifting/Firming Serum and YSL Forever Youth Liberator Serum.

L´Oréal New Zealand Ltd continued to lead skin care with a value share of 17% in 2012, up slightly on 2011. The company has a range of variously positioned products within skin care across both mass and premium



segments. L´Oréal Dermo-Expertise remained the second strongest skin care brand within the company´s portfolio and accounted a value share of 6% in 2012; ranked fourth in skin care overall. Other skin care brands within the company´s portfolio include The Body Shop, Garnier and the premium brand of Lancôme. 2012 saw the L´Oréal Paris banner push further into the supermarket channel, with the L´Oréal Youth Code masstige brand, despite commanding high price points, entering supermarkets (previously mainly sold through the pharmacy channel).

Skin care is forecast to grow at a constant value CAGR of 1% over the forecast period, in line with the review period. Within skin care, mass is expected to grow more strongly than premium, at 2% value growth compared with 1%. Mass skin care is expected to continue to mimic premium skin care by marketing the same benefits, but at a more affordable prices, with more masstige brands being introduced over the forecast period. However, premium brands are expected to be threatened by parallel importers and Internet sellers offering the same products as traditional channels (department stores and pharmacies) but at lower prices.

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Mike King
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