Cosmetics Industry Performance in the European Union: A Comparative Analysis

Turcu Oana () and Brancu Cristian ()
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Turcu Oana: Bucharest University of Economic Studies, Bucharest, Romania
Brancu Cristian: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 2267-2276

Abstract: This paper investigates the performance of the beauty industry within the European Union (EU), utilizing a visual-comparative approach based on key graphical data reflecting market size, growth, segmentation, digitalization, and promotional trends. With the beauty sector representing a critical area of consumer spending and innovation, particularly in the post-pandemic recovery phase, this study seeks to analyze intra-EU disparities and emerging strategic patterns. Through examination of seven carefully curated graphs, the analysis spans diverse dimensions such as market size, product category distribution, consumer behavior, e-commerce integration, and advertising expenditure. This multi-layered exploration reveals that while mature markets such as France and Germany continue to lead in overall market volume and innovation, emerging markets like Poland demonstrate robust growth dynamics and digital adoption. The study integrates these visual findings with extensive secondary research to uncover how different national strategies and consumer cultures contribute to the sector’s structure and resilience. The conclusions offer targeted recommendations for industry stakeholders and policymakers focused on competitive positioning, regulatory adaptation, and digital transformation across the EU beauty landscape.

Keywords: beauty industry; European Union; market segmentation; e-commerce; advertising strategies; consumer behavior; post-pandemic recovery (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:2267-2276:n:1017

DOI: 10.2478/picbe-2025-0175

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