Cosmetics - International Trade

Cosmetics are developing rapidly at the international level and benefit from favorable trends: the industry has learned how to develop new segments such as cosmetics for men, cosmetics for the over-fifties, and for young urban people in order to capture consumers'' purchasing power.

The industry relies on very substantial advertising investments to meet this objective. Cosmetics project people''s image, define them socially and represent symbols of well-being. These substantial investments have led to the merging of brands. The brand name has become an essential sales argument and a barrier when entering the large distribution networks. The criterion is all the more significant as so many counterfeit products are in circulation and endanger the health of consumers in certain countries where regulations are slack or rarely enforced.

Over the last few years, big stores and supermarkets have seen competition appear from specialized chains of distribution which rely on a large number of stores established in main shopping areas and offering a wide range of products and advice.

Body and hair care products represent the main segments of the market. However, new trends have recently appeared: the development of cosmetics for men and of organic products.