As part of its Relance Export Tour, a project aimed at helping cosmetics professionals boost their cash flow by conquering foreign markets, Business France has listed all the most interesting countries for French manufacturers. The organization presented them all at the E-Cosmetic 360 exhibition. A focus was put on Eastern Europe, more precisely on the Czech Republic.
In 2019, the Czech beauty industry was worth several hundred million euros, divided into different categories :
• Skin and facial care (367 million)
• Capillaries (221 million)
• Perfumes (143 million euros)
The growth of this market is quite significant (+4% between 2018 and 2019). Online purchases are also increasing (+23% in the space of five years) and it is likely that this channel will grow even more in the coming years.
75% of sales come from mass distribution and only 25% from the premium segment. But prestige is growing rapidly as the purchasing power of Czechs is increasing.
Market characteristics
“In 2019, the value of imports amounted to 1.7 billion euros, an increase of 25% compared to 2018. Make-up, skin care and perfume account for 68% of foreign products in the Czech Republic.”
The major international groups are well present (Procter&Gamble, Swan Cosmetics, Beiersdorf, etc.), but local brands are gradually developing. To differentiate themselves, they exploit the trend towards natural and organic products.
Opportunities for the French offer
France is the leading supplier of perfumes and the second largest supplier of beauty products, behind Germany.
In 2019, the country exported :
• Perfume (for 211 million euro)
• …
