Online sales account for a greater share of this segment compared with 2% for dermo-cosmetics and mass market products, market data show.
Moreover, the online segment is growing faster than the offline segment, so the luxury cosmetics saw an over 20% increase in online sales.
Romanian consumers spent EUR83 million on luxury cosmetics and perfumes last year, over 10% more than in 2015, data from market actors show. The growth pace of the segment is double the overall market, which means that as the purchasing power improves, consumers are willing to spend more on such products.
Romanians spend about EUR816 million on care and beauty products a year, according to existing data and the money goes to mass market, luxury, dermo-cosmetics, private label products and direct sales, as well as professional products, used in salons.
The luxury segment is the second most important after the mass-market segment.
Luxury cosmetics are usually sold in specialist stores like Sephora, Douglas and Marionnaud, but there are also mono-brand stores – Estee Lauder (Mac and Bobbi Brown) and L’Oréal (Kiehl’s). They are also available from niche perfumeries and small independent retailers especially in big and medium-sized cities in Romania.
(English version by Loredana Fratila-Cristescu)