Travelling abroad is rising every year and buying beauty and cosmetic products when travelling abroad has become more common in recent years, growing continuously. Consumers seize their opportunity while overseas and buy their favorite brands for cheaper prices, as prices are relatively high in the local market.
This phenomenon is mostly seen when price gaps between local and other markets is significant. Therefore, in categories such as deodorant, skin care, and color cosmetics, this trend is very dominant. However, in categories such as fragrances, where price competition is already very high locally causing constant price decreases, buying abroad is less common.
Most companies would prefer that consumers buy their products locally, even if they are a global brand. As a result, some companies, such as Loreal, decreased prices in order to stall the shift and promote stronger sales.
Alongside overseas growth, another increasing channel is online. The online cosmetics selection continues thriving, as more brands join this platform and more websites are being created in this field. Large companies such as Super-Pharm have launched online platforms in recent years as well. Furthermore, the merging of Shufersal and Be has stemmed online pharm growth as Shufersal's online platform is very strong.
Online is less dominant in premium products however, as consumers are more reluctant to buy selective brands and products online and risk is higher.
E-commerce is expected to continue flourishing in upcoming years as the internet becomes more and more convenient and accessible to various audiences and industries.