Competition in Scandinavian Beauty Market Intensifies as Apparel Retailers make their Move

Apparel retailers have been a significant retail channel in theScandinavian beauty and personal care market, particularly inNorway and Sweden. Through the years apparel retailers like H&Mand Cubus have built extensive brand portfolios with both massmarket brands and brands from leading fashion houses. Now, theseretailers are moving into the beauty and personal care space.H&M, for example, released H&M Beauty with no less than 700products in mid-2015, and other retailers such as Lindex and Elloslaunched their own beauty lines as well. The impact of theseretailers releasing beauty products will be notable, especiallybecause these collections are usually affordable and will competewith existing beauty brands at low and mid-range prices. In orderto stay competitive beauty specialist brands will need todifferentiate themselves by highlighting multifunctional propertiesand advanced formulations.  Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.