Episode description
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.