Global cosmetics players driving growth through premium brands, a strong digital platform and millennial appeal, says GlobalData

Premium beauty and cosmetics brands are growing market share and sales revenues as they increase their appeal with millennial consumers though innovation and a stronger digital platform, says GlobalData a leading data and analytics company.

Estée Lauder’s recently announced fourth quarter results showed continued strong sales growth with a positive net sales increase of 14% driven by new product launches and the company’s increasing appeal amongst younger consumers through beauty brand acquisitions.

Competitor L’Oreal also announced the strong performance of its luxury brands like Lancôme and Giorgio Armani, with revenue growth of 13% in Q2 and 13.5% for H1. However its consumer products division registered a modest 2.3% global growth in Q2.

Aleksandrina Yotova, Consumer Analyst at GlobalData, commented, ‘‘This highlights consumers’ change in attitude towards beauty products in general, rightly anticipated by Estée Lauder, which has shifted focus exclusively towards premium brands. Travel retail has helped fuel growth at the company in 2017, as well as the successful use of video-bloggers and marketing to make-up loving millennials.’’

Targeted acquisitions that complement Estée Lauder’s and L’Oreal’s brand values, while adding novelty, will be crucial for the Western Europe and North America markets.

Yotova continued, ‘‘US-based brand NYX Professional Makeup, acquired in 2014 by L’Oreal, has performed particularly well and by acquiring niche make-up brand players like Too Faced and BECCA, Estée Lauder has challenged previous perceptions of a company known for targeting an older audience and helped it to diversify the portfolio and its consumer reach.’’

Both companies’ sales have been performing particularly well in China. Growth in Asia has been aided by online retail, with L’Oreal’s e-commerce registering a 36.4% growth over H1 2018. The Chinese market’s aspirational consumer base will be a key focus for prestige beauty products, with companies targeting millennials through strong product engagement and an increased digital presence.

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