Eyelashes enjoyed a great deal of attention from manufacturers in 2015. Demand for long, thick and full eyelashes has increased among Danish women and so manufacturers have responded accordingly. This has taken various different forms, from artificial lashes to eyelash extensions and home treatments with serums which care for and lengthen eyelashes, as well as advances in traditional mascaras. In addition, demand for more natural looking eyelashes has placed the onus on manufacturers to develop more advanced products, with many using fibre to boost the performance of mascaras. These developments resulted in the solid performance of eye make-up in 2015, with mascara being the best performing category with current value growth of 2%.
L’Oréal Danmark remained the leading company in colour cosmetics in 2015 with a value share of 27% and sales of DKK339 million. L’Oréal Danmark has a strong portfolio of brands, such as L’Oréal Paris, Lancôme and Maybelline, among others, which are widely recognised at international level, with this being a key factor behind their continued success in Denmark. In addition, all of these brands enjoy strong distribution through leading beauty specialist retailers such as Matas and Magasin.
Discounting is expected to play a significant role in the performance of colour cosmetics over the forecast period. In recent years, most categories in colour cosmetics have witnessed a shift in distribution towards channels such as the internet and grocery retailers, which generally offer low prices in order to gain share. This is expected to intensify over the forecast period. As a result, traditional specialist retailers are set to attempt to recover lost share via their own discounting of premium products. Lower prices across the board will represent a major challenge to value growth over 2015-2020.