EUROPEAN COMMISSION DG Competition

Case M.7726 - COTY / PROCTER & GAMBLE BEAUTY BUSINESS

Only the English text is available and authentic.

REGULATION (EC) No 139/2004 MERGER PROCEDURE

Article 6(1)(b) NON-OPPOSITION Date: 16/02/2016

In electronic form on the EUR-Lex website under document number 32016M7726

EUROPEAN COMMISSION

Brussels, 16.02.2016 C(2016) 1059 final

In the published version of this decision, some information has been omitted pursuant to Article 17(2) of Council Regulation (EC) No 139/2004 concerning non-disclosure of business secrets and other confidential information. The omissions are shown thus […]. Where possible the information omitted has been replaced by ranges of figures or a general description.

PUBLIC VERSION

MERGER PROCEDURE

To the notifying party:

Dear Sir/Madam,

Subject: Case M.7726 - Coty/Procter & Gamble Beauty Businesses Commission decision pursuant to Article 6(1)(b) of Council Regulation 1 No 139/2004and Article 57 of the Agreement on the European Economic 2Area

1OJ L 24, 29.1.2004, p. 1 ("the Merger Regulation"). With effect from 1 December 2009, the Treaty on the Functioning of the European Union ('TFEU') has introduced certain changes, such as the replacement of 'Community' by 'Union' and 'common market' by 'internal market'. The terminology of the TFEU will be used throughout this decision.

2OJ L 1, 3.1.1994, p. 3 ("the EEA Agreement").

Commission européenne, DG COMP MERGER REGISTRY, 1049 Bruxelles, BELGIQUE Europese Commissie, DG COMP MERGER REGISTRY, 1049 Brussel, BELGIË

Tel: +32 229-91111. Fax: +32 229-64301. E-mail: COMP-MERGER-REGISTRY@ec.europa.eu.

1. THE PARTIES ............................................................................................................ 4

2. THE OPERATION...................................................................................................... 5

3. EU DIMENSION ........................................................................................................ 7

4. MARKET DEFINITION ............................................................................................ 7

4.1. Introduction ....................................................................................................... 7

4.2. Relevant product markets .................................................................................. 7

4.2.1. Fragrances............................................................................................ 7

4.2.2. Colour cosmetics ............................................................................... 12

4.2.3. Deodorants ......................................................................................... 16

4.2.4. Shower gels ....................................................................................... 16

4.2.5. Travel retail ....................................................................................... 17

4.3. Relevant geographic markets .......................................................................... 19

4.3.1. Fragrances and colour cosmetics ....................................................... 19

4.3.2. Deodorants ......................................................................................... 21

4.3.3. Shower gels ....................................................................................... 22

4.3.4. Travel retail ....................................................................................... 22

5. COMPETITIVE ASSESSMENT .............................................................................. 23

5.1. Methodology for calculating market shares .................................................... 24

5.1.1. Description of Euromonitor and scanner data ................................... 24

5.1.2. Assessment of market share data and adjustments ............................ 27

5.2. Elements common to the country/cluster assessment of fragrances and colour cosmetics .............................................................................................. 33

5.2.1. Description of distribution channels .................................................. 33

5.2.2. Negotiations with retailers ................................................................. 36

5.2.3. Closeness of competition - Positioning of brands ............................. 41

5.2.4. Consumer brand loyalty .................................................................... 56

5.2.5. Internet sales ...................................................................................... 57

5.2.6. Constraint exercised by direct selling companies ............................. 58

5.2.7. Grey market ....................................................................................... 60

5.2.8. Barriers to entry or expansion – innovation ...................................... 62

5.3. The fragrances markets.................................................................................... 66

5.3.1. Introduction and affected markets ..................................................... 66

5.3.2. EEA-wide assessment ....................................................................... 67

5.3.3. Country/Cluster assessment............................................................... 68

5.4. The colour cosmetics markets ....................................................................... 107

5.4.1. Introduction and affected markets ................................................... 107

5.4.2. EEA-wide assessment ..................................................................... 109

5.4.3. Country/Cluster assessment............................................................. 110

5.5. Deodorants ..................................................................................................... 140

5.5.1. Parties' views ................................................................................... 140

5.5.2. Commission's assessment ................................................................ 140

5.5.3. Conclusion ....................................................................................... 141

5.6. Shower gels ................................................................................................... 141

5.6.1. Parties' views ................................................................................... 141

5.6.2. Commission's assessment ................................................................ 141

5.6.3. Conclusion ....................................................................................... 142

5.7. Travel retail ................................................................................................... 142

5.7.1. Parties' views ................................................................................... 142

5.7.2. Commission's assessment ................................................................ 143

5.7.3. Conclusion ....................................................................................... 144

5.8. Coordinated effects ........................................................................................ 144

5.8.1. Parties' views ................................................................................... 144

5.8.2. Commission's assessment ................................................................ 145

5.8.3. Conclusion ....................................................................................... 145

5.9. Conglomerate effects ..................................................................................... 146

5.9.1. Parties' views ................................................................................... 146

5.9.2. Commission's assessment ................................................................ 146

5.9.3. Conclusion ....................................................................................... 150

6. CONCLUSION ....................................................................................................... 150

(1) On 12 January 2016, the Commission received a notification of a proposed concentration pursuant to Article 4 of Council Regulation (EC) No 139/2004 by which the undertaking Coty Inc. (USA, "Coty") acquires within the meaning of Article 3(1)(b) of the Merger Regulation sole control of a significant part of the global hair care, colouring and styling, colour cosmetics, and fragrances businesses of The Procter & Gamble Company (USA, "the Target Businesses") by way of purchase of shares ("the Transaction").

(2) The Transaction will ultimately be effected by merging a Coty subsidiary with and into a newly formed subsidiary of The Procter and Gamble Company, which will hold the Target Businesses.

(3) Coty will hereinafter be referred to as the "Notifying Party", and Coty and The Target Businesses collectively as "the Parties".

1. THE PARTIES

(4) Coty is a global beauty products manufacturer. Its main products are fragrances, colour cosmetics and skin & body care products. Coty's product offerings include fragrances marketed under brands such as adidas, Calvin Klein, Chloé, Davidoff, Marc Jacobs and Playboy, and branded colour cosmetics products such as Bourjois, OPI, Rimmel and Sally Hansen. Coty is headquartered in New York and its majority shareholder is JAB Cosmetics B.V., a holding company owned by the JAB Group ("JAB"). The JAB Group is a privately held group focused on long term investments in companies with premium brands in the consumer goods sector.

(5) The Procter and Gamble Company ("P&G") is a global manufacturer of consumer goods, including among others fabric and household care and beauty and health care.

(6) The Target Businesses concerned by the Transaction comprise significant parts of P&G’s global beauty business unit:

(a) the fragrances marketed under the brands Alexander McQueen, Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond 007, Lacoste, Mexx and Stella McCartney;

(b) the colour cosmetic business with the brands Cover Girl and Max Factor; and

(c) the professional hair colouring, styling, care (shampoo, conditioner) and perming businesses as well as parts of its retail hair colouring and styling business. Brands include Wella, Clairol, SEBASTIAN, VS, Londa, NIOXIN, and […]*.

3Publication in the Official Journal of the European Union No C 19, 20.1.2016, p. 12.

4Neither JAB nor any of its owners or managers have control or decisive influence in any other beauty business.

5[Business secrets redacted] of Christina Aguilera and Dolce&Gabbana [Business secrets redacted- confirmation that P&G will not transfer Christina Aguilera and Dolce&Gabbana as part of the Transaction].

Should read: Silvikrin.

2. THE OPERATION

(7) […].

(8) As a consideration for the sale of the Target Businesses, P&G shareholders are expected to receive in total around […]% of the shares of Coty.JAB's current majority shareholding in Coty will be diluted by the transaction, but JAB will remain the single largest shareholder of Coty with expected shareholding and voting rights of approximately 36%.[…] none of P&G’s shareholders or any single current minority Coty shareholder is expected to hold more than [0-5]% of the shares of Coty following the Proposed Transaction.

(9) The Parties submit that following the Transaction neither JAB as the largest shareholder in Coty post-Transaction, nor the various P&G shareholders would be in a position to control Coty post-Transaction.

(10) On the control situation over Coty post-Transaction, the Commission observes the following.

(11) On the basis of the information provided by the Parties, it seems that JAB will not have the ability to exercise decisive influence over Coty following the Transaction. JAB will not control Coty de jure. Following the Transaction, with 36% of the shares and of the voting rights, JAB will not have a majority of the shares and votes in Coty. Furthermore, JAB will not have any special rights (through shareholder agreements or special classes of shares) to appoint directors or otherwise influence Coty’s conduct, or to veto such actions.

(12) Moreover JAB would not appear to have de facto control over Coty. Given JAB’s current share of voting rights of 97%, a review of voting or attendance patterns at previous shareholders’ meetings would not be informative as to the likely impact of a 36% block of votes. Going forward, there will be a significant influx of new (P&G) shareholders, and very different relative proportions of votes between JAB and others. At this point in time, the Commission cannot predict with any degree of certainty that JAB would have a stable majority of votes at future shareholders’ meetings,

P&G will not retain any retail hair colour brands following the Proposed Transaction. With respect to styling, P&G will retain some retail styling products in the EEA under the Pantene and Aussie brands, which do not form part of the Proposed Transaction. Outside Europe, P&G also has styling products under the following brands that are not in scope of the Transaction: Herbal Essences, Old Spice, and Vidal Sassoon. Besides, the brands Head&Shoulders and Rejoice, which do not offer retail styling products, will also remain with P&G post-Transaction. See Parties' responses to RFI 4 of 28 January 2016 and to RFI 8 of 1 February 2016.

7See Parties reply to RFI 11 of 8 February 2016.

8See Parties reply to RFI 11 of 8 February 2016.

9Paragraph 122 et seq of the Form CO.

10Decisions relating to the composition of the board will be taken by a simple vote at the annual general meeting.

as would be required for a finding of de facto control by paragraph 59 of the Commission Consolidated Jurisdictional Notice.

(13) Likewise, on the basis of the Parties' submissions, it seems that Coty will not be controlled by the P&G's shareholders (individually or collectively) on a de jure or de facto basis either.

(14) Firstly, it should be noted that P&G's shareholding currently is and post-Transaction will continue to be highly fragmented. Approximately 89% of P&G's shares are held by institutional investors and mutual funds, with Vanguard Group. Inc. being the largest shareholder with approximately 7% shares. Moreover, the Transaction will not affect the shareholding structure of P&G and will not give rise to any relevant structural links between competitors.

(15) Following the Transaction, no single P&G shareholder will hold more than [0-5]% of Coty’s shares. Shareholdings of this level in Coty seem not to be sufficient to allow a shareholder on its own to appoint a representative to the board or a Committee. It is therefore not currently envisaged that any P&G shareholder will be represented at Coty’s board level or in any relevant committee following the Transaction. In addition, like Coty's shareholders, no shareholder of P&G will have any special rights (through shareholder agreements or special classes of shares) to appoint directors or otherwise influence Coty’s or P&G’s conduct, or to veto such actions.

(16) Besides, P&G is not aware of any voting arrangement or agreements in place between P&G shareholders; [Business secrets redacted – information regarding P&G’s control]. It appears very unlikely that strong common interests currently exist and will exist post-Transaction between P&G's shareholders to control Coty. The more dispersed the shareholding is, the more remote is the likelihood that the shareholders can pool de facto their votes.

(17) In light of the above and of all the available evidence, the Commission concludes that post-Transaction none of the current shareholders of Coty or of P&G will be in a position to exercise any form of decisive influence (solely or jointly) over Coty both on a de jure and on a de facto basis.

(18) In light of the foregoing, the Transaction constitutes a concentration within the meaning of Article 3(1)(b) of the Merger Regulation.

11The Commission does not consider that the attendance rates at the shareholders’ meetings of the current P&G would be informative for assessing whether JAB will control Coty (including the Target Businesses) post-Transaction.

12Form CO, paragraph 105 and http://www.pginvestor.com/institutionalownership.aspx?iid=4004124

13No shareholder of P&G will hold more than 7% of P&G’s shares following the Transaction, see Form CO, paragraph 128.

14Form Co, paragraphs128-130.

15Paragraph 76 of the Commission Consolidated Jurisdictional Notice.

16[Business secrets redacted – information regarding Coty shareholders’ control].

3. EU DIMENSION

(19) The undertakings concerned have a combined aggregate world-wide turnover of more than EUR 5 000 million (Coty: EUR [Business secrets redacted] million, Target Businesses: EUR [Business secrets redacted]). Each of them has a Union-wide turnover in excess of EUR 250 million (Coty: EUR [Business secrets redacted], Target Businesses: EUR [Business secrets redacted]), but they do not achieve more than two-thirds of their aggregate Union-wide turnover within one and the same Member State.

(20) The Operation therefore has a Union dimension under Article 1(2) of the Merger Regulation.

4. MARKET DEFINITION

4.1. Introduction

(21) As apparent from the description of the Parties, the primary overlap between Coty and the Target Businesses is in the production and sale of colour cosmetics and fragrances; the Target Businesses are also active in hair products while Coty has no presence in hair products.

(22) As part of the fragrances line-up, the Target Businesses include some minor sales of deodorants, shower gel and body care products generated by the Target Businesses as ancillary products. Those products, whether sold independently or as part of gift sets lead to overlaps with Coty but do not give rise to affected markets with the exception of the male deodorants markets in Poland and the Czech Republic and Slovakia.

(23) The majority of fragrances in the EEA are produced under licence. That is the case for the Parties as well as for the rest of the industry. Fragrance licences are the result of negotiations between brand owners and fragrance manufacturers. The Parties submit that their activities in the acquisition of licences do not form part of a relevant market for competition law purposes. In any event, such a theoretical market would not be affected under EU merger control rules.

4.2. Relevant product markets

4.2.1. Fragrances

4.2.1.1. Commission's practice

(24) Fragrances are liquid products used on the skin either directly or via a spray dispenser to impart a chosen scent. They are composed of an aromatic compound dissolved in a solvent, which is typically ethanol or an ethanol and water mixture. Fragrances products supplied by the Parties include perfume (parfum), eau de parfum, eau de toilette, aftershave and eau de cologne.

17Turnover calculated in accordance with Article 5 of the Merger Regulation and the Commission Consolidated Jurisdictional Notice (OJ C 95, 16.4.2008, p. 1).

18Form CO, paragraph 382.

(25) In prior Commission decisions involving fragrances, a distinction has been made between mass products and high-quality products sold under prestige brands at high prices (so-called prestige products). The Commission had found at the time that prestige beauty products typically were sold through selective distribution channels and that prices for prestige products were generally set independently from prices for mass products. Also, prestige products were sold in areas separate from mass products; customers often enjoyed extra services or special promotions.

(26) A distinction between male and female fragrances has also been considered relevant in previous Commission decisions dealing with beauty/personal care products, but the Commission has left this question open.

4.2.1.2. Parties' views

(27) The Parties consider that the appropriate product market definition in this case is one for all fragrances, without further subdivision by sales channel or gender.

Mass/prestige

(28) According to the Parties, whereas historically there was a relatively clear distinction in Europe between fragrance products sold through prestige and mass market outlets, this distinction has become increasingly blurred and no longer adequately captures the competitive interaction between fragrances brands.

Female/male

(29) The Parties consider that fragrance products come in variants targeted at men and women, but a distinction along gender lines is not warranted.

19M.5068 – L’Oréal/YSL Beauté, 2008, recital 10. The question was left open in M.4193 – L’Oréal/The Body Shop, recital 11.

20M.5068 – L’Oréal/YSL Beauté, recitals 13, 23–36; M.3149 – P&G / Wella, 2003, recitals 9, 40–41. In M.5658 – Unilever/Sara Lee Body care, the Commission concluded however that for the purposes of this case male deodorants and non-male deodorants were separate relevant product markets (see section 4.2.3 below).

(30) In the Commission's market investigation, a majority of all respondents stated that they distinguished between mass and prestige products.

(31) Moreover, the exclusive distribution channels for both prestige and mass products are still very strong despite some blurring in recent years. As to the reasons of this still strong split, one competitor argued that certain retailers distribute exclusively prestige brands because suppliers of prestige brands are not willing to sell their prestige brands to supermarkets "because in general terms they do not comply with the qualitative selection criteria that each supplier has established for the selection of their distributors".

(32) Moreover, traditional prestige outlets have only to a limited extent expanded their offerings to include mass products. The same can be said of large drug stores and mass retailers which have likewise expanded their offering to include prestige products to a limited extent only.

(33) As to the question of whether customers consider some mass products as alternatives to comparable products in the prestige segment, a majority of competitors was opposed. One competitor wrote: "We do not identify some mass products that could be considered as alternatives to some prestige products in the eyes of the final consumers, because the positioning of brands is fundamentally different. Media and digital campaigns in the prestige segment confer a specific image to this category of products, based on luxury, quality and scarcity. In addition, the idea of acquiring a luxury good is linked to prestige rather than consumption of a specific item. The absence of substitutability also results from the difference of distribution channels; selective distribution with specific sale staff for prestige products being very distinctive." However, for some competitors the distinction was not as clear cut and a few references were made in particular to the so-called "masstige" segment of upper mass brands in the mass distribution channels. Customers and distributors were split on the question.

28See e.g. replies to Q1 – questionnaire to competitors, question 9; Q2 – questionnaire to customers, question 8; Q5 – questionnaire to distributors, question 9.

29See replies to Q1 – questionnaire to competitors, question 11.

30One competitor's answer to Q1 – questionnaire to competitors, question 11.

31See e.g. replies to Q2 – questionnaire to customers, question 9; Q5 – questionnaire to distributors, question 9.

9

(34) Concerning the possibility of switching between the production of mass and prestige products, competitors said that this was relatively easy. While the production process itself does not seem to pose any problems to producers wanting to implement a switch, complications could arise from the fact that marketing and commercial strategies or processes are different (leading to different advertising processes, different distribution channels, etc.).

(35) Overall, a majority of competitors and distributors has rejected the claim that the differences between the mass and prestige markets have started to blur in recent years. A majority of customers, however, stated that there has indeed been some blurring.

(36) Based on the assessment of the evidence available to it, including the results of the market investigation, the Commission considers that there are some indications that mass and prestige may still have to be considered as being distinct markets. On the one hand, producers still put high emphasis on the selective distribution channels for prestige products; moreover, marketing, price, consumer perception are all markedly different for prestige products than for mass products. On the other hand, there has been some blurring in recent years: the selective distribution model has not been watertight allowing for some mixing of mass and prestige and the "masstige" segment has progressively become more important.

(37) However, for the purpose of this Decision it is not necessary to come to a conclusion on the precise definition of the product market in relation to mass and prestige products because the assessment of the Transaction would not differ under any plausible market definition.

(38) In the competitive assessment, the Parties' positions will therefore be assessed on both segments as well as overall.

Female/male

(39) In the Commission' market investigation, the majorities of competitors and customers alike said that they distinguished between male and female fragrances. As to the reason for this differentiation, different price points, different target audience, different shelf space, different visual appearance, etc. were named. This view was not shared by distributors, a majority of which does not distinguish between male and female fragrances.

(40) One competitor expressed the following opinion which seems to have been representative for a majority of competitors: "Female and male fragrances are not intended for the same consumer target (differences in formulas and marketing, among others) and are generally separated on the retailer’s shelves. By contrast, another competitor said: "Although products are consumed by different target consumers (man vs woman), they are shopped cross gender (as gifting is very important), bought one next to each other and negotiated in the same meeting with the same buyers."

32See e.g. replies to Q2 – questionnaire to customers, questions 9 and 10; Q5 – questionnaire to distributors, questions 10 and 11.

33Q1 – Questionnaire to competitors, questions 12; Q2 – Questionnaire to customers, question 10; Q5 – Questionnaire to distributors, question 11.

34Q2 – Questionnaire to customers, question 10.

35See e.g. replies to Q1 – questionnaire to competitors, questions 13; Q2 – questionnaire to customers, question 11.

36See e.g. replies to Q5 – questionnaire to distributors, questions 12.

(41) Moreover, the majorities of competitors and customers explained that marketing campaigns are organised for male and female fragrances separately. Some competitors however argued that prestige fragrances especially evoked the same promotional "universe" for male and female fragrances of the same brand.

(42) On the other hand, the majorities of all groups of respondents stated that sales of male and female fragrances with customers and distributors were handled together and not separately. There were equally majorities among all groups of respondents claiming that it was relatively easy for producers of female fragrances to switch to the production of male fragrances and vice versa. The success of a switch from male to female or female to male however highly depends on brand image and successful marketing; not all brands lend themselves for launches of both male and female variants.

(43) Based on the assessment of the evidence available to it, including the results of the market investigation, the Commission considers that there are some indications that male and female fragrances should be considered separately. There are differences in target groups and marketing campaigns, presentation in shelf space and different price points. Although producers could switch easily from the production of one category to the other from a technical standpoint, these differences show that such switches may not always be feasible from a commercial standpoint. In fact, cases where this has actually happened are not common. While it is true that negotiations are held for both categories together, this may be due to the fact that many distributors and customers carry both male and female fragrances and therefore include both in their negotiations by brand.

(44) However, for the purpose of this Decision it is not necessary to come to a conclusion on the precise definition of the product market in relation to female and male fragrances because the assessment of the Transaction would not differ under any plausible market definition.

(45) In the competitive assessment, the Parties' positions will therefore be assessed on both segments as well as overall.

37One competitor's answer to Q1 – questionnaire to competitors, question 12.

38One competitor's answer to Q1 – questionnaire to competitors, question 12.

39See e.g. replies to Q1 – questionnaire to competitors, question 13.2; Q2 – questionnaire to customers, question 11.2.

40See e.g. replies to Q1 – questionnaire to competitors, questions 13.3; Q2 – questionnaire to customers, question 11.3; Q5 – questionnaire to distributors, question 12.2.

41See e.g. replies to Q1 – questionnaire to competitors, questions 13.4; Q2 – questionnaire to customers, question 11.4; Q5 – questionnaire to distributors, question 12.3.

11

(57) Furthermore, responses by producers were split on the question of whether they could enter one of the two product categories easily if they were already producing the other category. While entering into the other product category seems relatively easy from a technical standpoint, many respondents have expressed that actual feasibility may significantly depend on branding and marketing issues as well. In fact, cases where this has actually happened would be rare.

(58) Concerning the question of whether mass colour cosmetics constitute an alternative to prestige colour cosmetics and vice versa, majorities among competitors and customers said that this was indeed true while distributors were rather split on the issue.

(59) Overall, majorities of competitors and distributors rejected the claim that the differences between mass and prestige colour cosmetics had become blurred in recent years. However, a majority of customers argued that there had been some blurring of boundaries.

(60) Based on the evidence available to it, including the results of the market investigation, the Commission considers that there are some indications that mass and prestige colour cosmetics should be looked at separately. Despite some blurring within recent years, selective distribution still goes strong in the market, and different target groups, marketing and pricing may justify a distinction.

(61) However, for the purpose of this Decision it is not necessary to come to a conclusion on the precise definition of the product market in relation to mass and prestige colour cosmetics because the assessment of the Transaction would not differ under any plausible market definition.

(62) In the competitive assessment, the Parties' positions will therefore be assessed on both segments as well as overall.

Nail, lip, face and eye products

(63) Most competitors consider nail, lip, face and eye products separately while distributors do not. One competitor argued: "The various products of the color cosmetics category are not always subject to the same manufacturing process. For example, the manufacturing process behind a lip pencil will be different to a nail polish, in that different plants and often third party suppliers will be involved in supplying the finished or semi-finished products to the company."

53See e.g. replies to Q1 – questionnaire to competitors, questions 7, 8 and 9; Q5 – questionnaire to distributors, questions 7, 8 and 9.

54See replies to Q2 – questionnaire to customers, questions 7 and 8.

55See replies Q1 – questionnaire to competitors, question 10.

56See e.g. replies to Q1 – questionnaire to competitors, question 11; Q2 – questionnaire to customers, question 9.

57See e.g. replies to Q1 – questionnaire to competitors, questions 12; Q5 – questionnaire to distributors, question 11.

58See replies to Q2 – questionnaire to customers, question 10.

59See e.g. replies to Q1 – questionnaire to competitors, questions 4; Q5 – questionnaire to distributors, question 4.

(64) In the same vein, the majorities among all groups of respondents stated that they analysed sales performance of colour cosmetics products, by individual category. Nevertheless, most respondents also stated that they considered in addition to the individual categories the overall product category encompassing all nail, lip, face and eye products.

(65) However, most competitors and distributors said that they did not consider these four categories separately in terms of marketing processes. A majority of customers that are selling their own retailer-branded products on the contrary do not consider these four categories separately.

(66) All groups of respondents confirmed that negotiations usually take place for all four product categories together with the possible exception of the nail segment where separate negotiation may take place under certain circumstances. Indeed, there are some brands that seem to focus exclusively or predominantly on nail colour cosmetics, such as Coty's own Sally Hansen brand.

(67) Moreover, the majority of respondents did not evoke the need for any further segmentation beyond the four abovementioned categories.

(68) Based on the evidence available to it, including the results of the market investigation, the Commission considers that most suppliers are active in the four categories (nail, lip, face and eye) of colour cosmetics and that most customers (retailers) purchase all four categories of products, most often on the basis of the brands. Several competitors and retailers highlight in substance that one given colour cosmetics brand could not really prosper without offering the four categories. This would point to an overall market containing all product categories. Nonetheless, many market participants do consider that there is a difference between these four categories and also analyse each category on its own.

(69) For the purpose of this Decision however it is not necessary to come to a conclusion on the precise definition of the product market in relation to nail, lip, face and eye products because the assessment of the Transaction would not differ under any plausible market definition.

60One competitor's answer to Q1 – questionnaire to competitors, question 4.

61See e.g. replies to Q1 – questionnaire to competitors, question 4; Q2 – questionnaire to customers, question 4; Q5 – questionnaire to distributors, question 4.

62See e.g. replies to Q1 – questionnaire to competitors, question 4.2; Q5 – questionnaire to distributors, question 4.1.

63See replies Q2 – questionnaire to customers, question 4.3.

64See e.g. replies to Q1 – questionnaire to competitors, question 4; Q2 – questionnaire to customers, question 4.1; Q5 – questionnaire to distributors, question 4.2.

65See e.g. replies to Q1 – questionnaire to competitors, question 15; replies to Q2 – questionnaire to customers, question 13. In substance, only a few respondents considered additional splits, such as according to the manufacturing process or for ultra-prestige products.

66This would however not apply to specialised brands like OPI or Sally Hansen, which focus on nail products.

(70) In the competitive assessment, the Parties' positions will therefore be assessed in all segments as well as overall.

4.2.2.4. Conclusion

(71) In view of the above, and considering all evidence available to the Commission, it is not necessary to decide on the exact definition of the product market for colour cosmetics, including the potential delimitation of separate product markets for mass and prestige products, as well as between nail, lip, face and eye products.

4.2.3. Deodorants

(72) Coty and the Target Businesses both sell deodorants as ancillary products to complement their fragrances brands.

4.2.3.1. Commission's practice

(73) In Unilever/Sara Lee Body Care the Commission held there to be separate markets for male and non-male deodorants, regardless of format.

4.2.3.2. Parties' views

(74) The Parties believe that the markets should be defined wider than male or non-male deodorants. The Parties submit that the precise market definition can remain open for the purpose of this Form CO, since no competitive concerns arise irrespective of which possible definition of the deodorants market is assumed.

4.2.3.3. Commission's assessment

(75) For the purpose of the assessment of the Transaction the exact market definition of the deodorants market can be left open because the assessment of the Transaction would not lead to any competition concerns under any plausible market definition.

4.2.3.4. Conclusion

(76) In view of the above, and considering all evidence available to the Commission, it is not necessary to define the product market for deodorants.

4.2.4. Shower gels

(77) Coty and the Target Businesses both sell shower gels as ancillary products to complement their fragrances and deodorants brands.

4.2.4.1. Commission's practice

(78) In Unilever/Sara Lee Body Care the Commission held there to be overall product markets for bath and shower products, regardless of format.

4.2.4.2. Parties' views

(79) In line with the Commission’s product market definition in Unilever / Sara Lee Body Care, the Parties believe that bath and shower products constitute a separate product market. A further distinction between bath products and shower products, and a distinction based on gender for shower products can be left open, according to the Parties, for the purpose of this case.

4.2.4.3. Commission's assessment

(80) For the purpose of the assessment of the Transaction the exact market definition of the shower gels market can be left open because the assessment of the Transaction would not lead to any competition concerns under any plausible market definition.

4.2.4.4. Conclusion

(81) In view of the above, and considering all evidence available to the Commission, it is not necessary to define the product market for shower gels.

4.2.5. Travel retail

(82) The travel retail channel is characterised by the presence of travel retail service providers, which distribute the various and diverse products sold in the channel to retail outlets at airports, on-board aircrafts and on-board ships, amongst others. The travel retail service providers have their own stores and/or serve as distributors for third party outlets.

(83) In travel retail, the Parties are mainly active in the sale of fragrances, and primarily within the prestige fragrances market.

4.2.5.1. Commission's practice

(84) Coty’s main fragrance brands in travel retail are Calvin Klein, Chloé, Davidoff, Marc Jacobs, and Roberto Cavalli.

(85) The Target Businesses are mainly present in travel retail with the fragrance brands Escada, Gucci, Hugo Boss, and Lacoste.

4.2.5.2. Parties' views

(86) In its practice regarding travel retail, the Commission has assumed a separate product market for products sold in the travel retail channel. The Commission found that conditions for negotiations were different from the selective distribution channel, as well as packaging and product assortment; end consumers were found to be primarily international travellers. Many products purchased at travel retail shops are intended for gift giving, rather than for personal consumption. In another case, the Commission acknowledged the strong role of impulse purchasing behaviour, suggesting a large degree of demand side substitution between different kinds of products.

4.2.5.3. Commission's assessment

(87) In the Commission's market investigation, the majorities of competitors and customers have endorsed the Commission's previous market delineation, i.e. that fragrances sold through travel retail shops (e.g. at airports) should be distinguished from fragrances sold through other channels. Moreover, a majority of travel retailers shares the view that fragrances sold through travel retail shops should be distinguished from fragrances sold through other channels.

(89) However, travel retailers are split as to whether further distinction (mass and prestige, male and female) between fragrances would be relevant. Likewise travel retailers responding to the market investigation provided mixed answers as to whether fragrances and colour cosmetics compete with other products featured in the same travel retail store (e.g. tobacco, alcoholic beverages, confectionary, etc.) for the same customers. However, a majority of competitors thought that fragrances and colour cosmetics indeed compete with such other products.

(90) The Commission considers that the market investigation has not provided conclusive results as to the exact definition of the travel retail market.

(91) For the purpose of this Decision however it is not necessary to come to a conclusion on the precise definition of the travel retail market because the assessment of the Transaction would not differ under any plausible market definition.

M.7622 – Dufry/World Duty Free, recital 15.

Replies to Q1 – Questionnaire to competitors, question 55; Q3 – Questionnaire to travel retail customers, question 4.

Replies to Q3 – questionnaire to travel retail customers, question 4.

Replies to Q3 – questionnaire to travel retail customers, question 6.

Replies to Q3 – questionnaire to travel retail customers, question 5.

Replies to Q1 – questionnaire to competitors, question 56.

(92) In view of the above, and considering all evidence available to the Commission, it is not necessary to define the product market for travel retail.

4.3. Relevant geographic markets

4.3.1. Fragrances and colour cosmetics

4.3.1.1. Commission's practice

(93) In prior decisions, the Commission has left open whether fragrances and colour cosmetics markets are national or EEA-wide in scope and has considered relevant to look at some country clusters (like the Baltics).

4.3.1.2. Parties' views

(94) According to the Parties, the markets for colour cosmetics and fragrances could be considered to be EEA wide for the following reasons:

(a) The Parties and most of their main competitors are active all across Europe.

(b) The Parties’ fragrance and colour cosmetics products and those of their competitors are manufactured across the globe and distributed all over Europe.

(c) The same brands are used across Europe, with minor exceptions. In addition, packaging is the same all across Europe. The language usually does not constitute a barrier to cross-border trade since most beauty products either have multi-language labels or do not require multi-language labels as their packaging or product identity is understood internationally.

(d) Accordingly, on the demand side, the largest customers are multi-national retailer groups who are active across Europe. They coordinate their purchase of beauty products for all of their European activities or at least grouped by certain regions.

(95) The Parties acknowledge however that the narrowest plausible geographic market definition is national.

(96) Moreover, the Parties submit that the following country clusters would constitute single geographic markets: (i) Czech Republic and Slovakia, (ii) the Baltics (Estonia, Latvia, Lithuania), (iii) Scandinavia (Denmark, Sweden, Norway), and (iv) the UK and Ireland.

(97) The existence of country clusters would result in particular from the following elements, which would be present at varying degrees depending on the clusters:

(a) location and language (e.g. neighbouring countries, and mutually-intelligible languages),

(b) spending capacity (e.g. comparable wages and living standards),

(c) organisational structure and commercial strategy [Business secrets redacted],

(d) competitors (e.g. the same key competitors operate and constrain the Parties across the cluster; their brands are similar),

(e) customers and product portfolio (e.g. many of the main customers are identical in both countries, and the retail structure generally is comparable across the cluster. [Business secrets redacted]. Consumer preferences and taste are also very similar),

(f) pricing (e.g.[Business secrets redacted]),

(g) media spill-over (e.g. there is some media spill over across the cluster).

4.3.1.3. Commission's assessment

(98) The Commission's market investigation led to mixed results as to the exact geographic market sizes for fragrances and colour cosmetics. While competitors and distributors were rather split on the question of whether consumer preferences varied from one country to another, a majority of customers stated that there were country-specific differences in consumer preferences.

(99) The majorities of all groups of respondents stated that wholesale prices for both colour cosmetics and fragrances were country-specific. Furthermore, retail prices for colour cosmetics and for fragrances vary significantly from one country to another according to the majority of respondents. In addition, a majority of competitors said that the structure, importance, etc. of retail or distribution channels vary significantly from a country to another in the EEA; however, distributors were split on the issue.

(100) In view of the above results, the Commission considers that the organisation of distribution and purchasing along national lines (amongst other factors) suggest that these markets would be national. There are also significant variations in customers' preferences, prices and distribution channels from one country to another.

(101) The Commission has also investigated whether there are country clusters as suggested by the Parties that should be considered for the assessment of the present Transaction. The Commission's market investigation does not seem to back up this claim however.

87 See e.g. replies to Q1 – questionnaire to competitors, question 16; Q2 – questionnaire to customers, question 14; Q5 – questionnaire to distributors, question 15.

88 See e.g. replies to Q1 – questionnaire to competitors, question 20; Q2 – questionnaire to customers, question 17; Q5 – questionnaire to distributors, question 19.

89 M.5658 – Unilever/Sara Lee Body Care, 2010, recital 147.

(102) Majorities among all groups of respondents rejected that the following countries should be regarded as one single area (e.g. as regard marketing and promotion campaigns, customer preferences, pricing, negotiations with retailers, etc.): (i) Czech Republic and Slovakia; (ii) Estonia, Latvia and Lithuania; and (iii) Denmark, Norway and Sweden. For Ireland and the United Kingdom, results were mixed.

(103) Likewise majorities among all groups of respondents stated that the conditions of competition were not sufficiently homogeneous to distinguish the following country clusters from neighbouring geographic areas: (i) Czech Republic and Slovakia; (ii) Estonia, Latvia and Lithuania; and (iii) Denmark, Norway and Sweden. For Ireland and the United Kingdom, results were again mixed.

(104) Therefore, the Commission considers that the evidence available to it, including the results of the market investigation do not lend support to the conclusion that the geographic scope of the fragrance and colour cosmetics markets extends to country clusters as proposed by the Parties. As a consequence, the Transaction will be assessed on the basis of national markets. Given however that no competition concerns arise on any national markets, concerns can also be excluded on a potential country cluster level. The exact geographic market definition can therefore be left open.

4.3.1.4. Conclusion

(105) In view of the above, and considering all evidence available to the Commission, the fragrance and colour cosmetics markets appear to be national. The exact geographic market delineation, including the possibility of EEA-wide markets or relevant country clusters, can be left open since no competition concerns arise on any plausible geographic market definition.

4.3.2. Deodorants

(106) In prior decisions, the Commission has found that there are separate national markets for male and non-male deodorants, regardless of format.

4.3.2.2. Parties' views

(107) The Parties are of the view that the assessment made for colour cosmetics and fragrances is also applicable to deodorants.

(108) In particular, the Parties refer the Commission to its decision in Unilever / Sara Lee Body Care, where it was held that there were separate national markets for male and non-male deodorants, regardless of formats.

4.3.2.3. Commission's assessment

(109) For the purpose of the assessment of the Transaction, the exact market definition of the deodorants market can be left open because the assessment of the Transaction would not lead to any competition concerns under any plausible market definition.

4.3.2.4. Conclusion

(110) In view of the above, and considering all evidence available to the Commission, it is not necessary to define the geographic market for deodorants.

4.3.3. Shower gels

(111) In prior decisions, the Commission has found that there are national product markets for bath and shower products, regardless of format.

4.3.3.2. Parties' views

(112) The Parties are of the view that the assessment made for colour cosmetics and fragrances is also applicable to shower gels.

4.3.3.3. Commission's assessment

(113) For the purpose of the assessment of the present Transaction the exact market definition of the shower gels market can be left open because the assessment of the Transaction would not lead to any competition concerns under any plausible market definition.

4.3.3.4. Conclusion

(114) In view of the above, and considering all evidence available to the Commission, it is not necessary to define the geographic market for shower gels.

4.3.4. Travel retail

4.3.4.1. Commission's practice

(115) In its practice regarding the travel retail market, the Commission has left open whether this market is EEA-wide or global.

4.3.4.2. Parties' views

(116) The Parties’ brands available through the travel retail channel are positioned and marketed very similarly in all countries throughout the EEA, as is reflected in the internal sales organisation of Coty and the Target Businesses. Trading conditions for travel retail are largely consistent across the EEA.

(117) The Parties consider the relevant geographic scope of the market should be framed as at least EEA-wide if not global. While a framework that is limited to a given airport may be appropriate for assessment of a merger between travel retailers, the Parties consider it not meaningful for a merger of businesses which operate at the same level of the supply chain as the Parties, namely as manufacturers and wholesalers.

(118) The Parties’ internal documents indicate that the Parties view the travel retail channel as at least Europe-wide in scope. Their commercial strategies, which are developed for this market, are at least Europe-wide.

(119) Besides, the operational structures of the Parties’ travel retail divisions are centralised so travel retail account managers interact with travel retailers on a regional basis across Europe in relation to trading terms and conditions. The Parties have also adopted [Business secrets redacted]

(120) In the Commission's market investigation, a majority of competitors held that the geographic scope of the travel retail market was worldwide; a majority of travel retail customers shared this assessment.

(121) Therefore, there was clear support in the market investigation for the view that the travel retail market is at least EEA-wide in scope.

4.3.4.4. Conclusion

(122) In view of the above, and considering all evidence available to the Commission, the geographic size of the travel retail market appears to be at least EEA-wide. However the exact geographic market definition (EEA-wide or worldwide) can remain open since no competition concerns arise on any plausible geographic market definition.

5. COMPETITIVE ASSESSMENT

(123) The assessment of the compatibility of the Transaction with the internal market will essentially focus on non-coordinated horizontal effects in the markets for fragrances, deodorants, shower gels, and colour cosmetics where the Parties' activities overlap.

(124) The Commission will first assess the Parties' proposed methodology for estimating the Parties' and their competitor's market shares (Section 5.1).

(125) Then the Commission will carry out a general assessment of the unilateral horizontal effects of the Transaction that cut across the different EEA countries (Section 5.2) before undertaking a more detailed analysis on a country per country basis in the overall fragrance (Section 5.3) and colour cosmetics markets (Section 5.4), and in each of the plausible sub-segmentations thereof. The Commission will further assess

92 See M.7622 Dufry/World Duty Free, recitals 19 and following.

93 […].

94 See replies to Q3 – questionnaire to travel retail customers, question 9.

95 See replies to Q1 – Questionnaire to competitors, question 57; replies to Q3 – questionnaire to travel retail customers, question 7.

the effects of the Transaction on the deodorants (Section 5.5), shower gels (Section 5.6), and travel retail (Section 5.7) markets.

(126) Finally, the Commission will also assess coordinated effects (Section 5.8) as well as conglomerate effects (Section 5.9) that might be brought about by the Transaction.

5.1. Methodology for calculating market shares

5.1.1. Description of Euromonitor and scanner data

(127) In prior Decisions about consumer goods, the Commission distinguished the upstream level, where retailers source their products, from a downstream level where the products are sold to the final customer. The same approach is followed in the present case for the beauty products markets and is extended to include distributors on the upstream level.

(128) All fragrance and colour cosmetics manufacturers sell their products to retailers which, in turn, sell these products to final consumers. Therefore, there are two stages in the supply chain: the upstream level, where fragrance and colour cosmetics are supplied to retailers and the downstream level where retailers supply to end-consumers. Coty and the Target Businesses are only active on the production and supply upstream (to retailers). The Parties use distributors to supply to retailers in a limited number of countries where they do not deal directly via their own subsidiaries.

(129) The Parties have calculated market shares on the basis of retail shares as they consider that this approach provides the best available proxy for wholesale shares, which is the actual level at which the Parties are active. The Commission has used such data in previous decisions in the sector and considers that retail-level market shares are also appropriate for the assessment of the Transaction.

(130) The Parties have submitted two different sets of data to analyse market shares: Euromonitor data, which provides sales data on the basis of publicly available sources and sector experts, and retail scanner data (from Nielsen, NPD, and IRI depending on data availability in each country), which is generally based on electronic point of sales data from retailers of each purchase scanned.

(131) The Commission has previously used data compiled by Nielsen, IRI, and Euromonitor when assessing transactions in the markets for fragrances and colour cosmetics.

96 See e.g. M.4533 – SCA/P&G.

97 With the exception of some direct sellers (Avon, Oriflame) that sell their products exclusively online or through mail order.

98 See Section 5.2.1 below.

99 See e.g. M.5658 – Unilever / Sara Lee Body Care; M.6401 – Waterland / Alychlo / Omega Pharma.

100 See e.g. M.3149 – Procter & Gamble / Wella, footnote 15.

(132) The main differences between the two methodologies for gathering market shares are the following:

(a) geographic coverage: Euromonitor is available for colour cosmetics and fragrances in 26 of the EEA countries, for both mass and prestige segments. Retail scanner data is available for […]* countries for mass channel colour cosmetics, 14 countries for mass channel fragrances and 5 countries for prestige channel fragrances (and […]**). The Parties argue that Euromonitor covers the broadest range of countries and is the most comprehensive data set available across the EEA in terms of its coverage of products and sales channels;

(b) channel coverage: direct sales, online sales and several retail outlets (including all own-brand stores) are not covered by retail scanner data, while they are covered by the Euromonitor; and

(c) brand coverage: retail scanner data is more exact in the items that it measures but only for the retailers that it covers. This is because each purchase is scanned and is published, thus allowing the monitoring of the performance of brands and items of inventory and Stock Keeping Units ("SKUs"). It is also published in shorter intervals, if compared to Euromonitor. However, the Parties submit that its coverage of retailer brands and brands exclusively distributed by one retailer would be limited in several countries such as the UK or the Netherlands.

(133) The Parties explain that they use Euromonitor data when they need an overall picture of the market, such as for their strategic planning where the inadequacies of scanner data would not allow a correct assessment of the markets and where the tracking of launches or the monitoring of the performance of a single item of inventory is not required.

(134) The Parties explain that they use retail scanner data to track the sales of their individual products and brands in the different markets as this provides the most timely possibility of controlling their go-to-market strategy. As it is based on the electronic point of sales data from retailers of each purchase scanned and is published in brief intervals of one or two weeks up to two months it allows the monitoring and analysis of the performance of brands and single SKUs.

* Should read: 18.

** Should read: prestige channel data is available for colour cosmetics.

(135) The Parties acknowledge that Euromonitor data may not be as exact as scanner data and can be slow to react to new trends and market movements as these may not immediately be visible to market observers on whose assessment Euromonitor bases its views. This would be true especially regarding smaller brands where Euromonitor generally may be less accurate. The Parties nevertheless consider Euromonitor data to be best suited for the purpose at hand, which is to use data for an assessment of general market shares rather than tracking of single products or SKUs.

(136) Numerous competitors contacted during the market investigation questionnaire use both Euromonitor and Scanner data. They also tend to confirm that scanner data may be more accurate than Euromonitor for certain markets while Euromonitor would provide a broader picture of markets. As an example, one competitor mentions that "Euromonitor is a good source for the size evaluation of the market and global information on the different actors (weakness: they don't provide volume datas) Scanner data can give a precise information at a reference level."

(137) The Commission is of the view that the assessment of market shares and market characteristics is best served by the Euromonitor data.

(138) Therefore, the Commission considers that the identification and initial analysis of affected markets should be undertaken on the basis of Euromonitor data as this is the only data set which provides a homogeneous and comprehensive approach for most countries.

(139) Besides, the Commission notes the following regarding scanner and Euromonitor data:

(a) For prestige fragrances, scanner data is not generally available in the various countries. In the only instances when such data is available for affected markets (in Germany, Spain, and the UK), they are globally consistent with Euromonitor data (with less than four percentage points difference when taking into account the rationalisations of differences which will be described below in Section 5.1.2).

103 The Commission notes that in a number of countries, according to Euromonitor the overall prestige fragrances market share would appear higher than each of male and female prestige fragrances market shares. These differences are explained by the fact that the small amounts of sales of non-male fragrances are not allocated to either the male or female segment by Euromonitor but are included in the overall prestige (and also overall mass) fragrances segment. No separate non-male fragrances data is available for Croatia, Estonia, Latvia, Lithuania and Slovenia. However, the differences between the female/male aggregation and the overall fragrances market for both prestige and mass are consistent with the above explanation in these countries. In any event, these small differences do not lead to any impact on the competitive assessment for these countries and are no longer mentioned in the remainder of this Decision.

(b) Regarding mass products, significant discrepancies in market shares may appear in some countries between Euromonitor data and scanner data. The Parties have tried to reconcile the market share figures. Scanner data would often be based on a limited coverage of mass product sales: in several countries, there are multiple markets where these sales would represent less than half of the sales reported by Euromonitor.

(140) In light of this general description of the available data, the Commission conducted an in-depth assessment of the methodologies used by the Parties to provide market share data, as described in the following sections.

5.1.2. Assessment of market share data and adjustments

5.1.2.1. Rationalisation of differences between Euromonitor and scanner data

(141) As previously described, raw Euromonitor and scanner data present certain discrepancies in a number of markets. To take into account the main differences between the two types of datasets, the Parties provided explanations that would allow several adjustments of the scanner data. These adjustments, as applied to scanner data, are essentially: (i) categorisation of prestige brands initially miscategorised as mass brands in the scanner data, (ii) inclusion of direct sales (not registered in scanner data); and (iii) inclusion of sales of certain retailers (e.g. private labels) not covered by scanner data. These adjustments were provided for both fragrances and colour cosmetics.

(142) The Commission has conducted an in-depth assessment of the methodology used by the Parties for the rationalisation of the differences between Euromonitor and scanner data. In light of the differences between the two datasets as regards channel coverage, the Commission considers all three abovementioned adjustments to be appropriate.

(143) The Commission considers that following these adjustments, the explanations provided lead to rationalisations of the differences between scanner data (Nielsen, IRI and NPD) and Euromonitor to a significant degree for both fragrances and colour cosmetics. In the affected markets, either market shares under Euromonitor shares are superior to the ones in scanner data, or the difference between Euromonitor and the adjusted scanner data becomes small (less than three percentage points). In both cases, using Euromonitor data for the purpose of the competitive assessment is appropriate. The only remaining markets that are affected (according to either Eu-

107 These countries are: Austria, Belgium, Hungary, Italy, Poland, Romania, and Slovakia for fragrances and Belgium, Hungary, Italy, Norway, Portugal, and Sweden for colour cosmetics On the contrary, meaningful exceptions in terms of competitive assessment, where the coverage of scanner data remains significant as compared to the coverage of Euromonitor would be the Czech Republic and the Netherlands for fragrances, and the Czech Republic and Hungary for colour cosmetics.

108 All adjustments affect the shares of all suppliers proportionally. Whereas the impact of the first adjustment could theoretically vary depending on the extent to which a certain supplier’s prestige products are sold in the mass channel, the Parties confirm that it is immaterial in the segments concerned. The Commission has verified that the adjustments made equally impact the various companies and are proportional to all suppliers’ respective initial Nielsen share. See Parties' response to RFI 14 of 10 February 2016.

109 Form CO, Annex 7-Frag-General-001-005-Market Share Variations.

110 Annex 7-CoCo-General-001-005-Coty-Euromonitor versus Nielsen - Analysis of divergences.

(132) The main differences between the two methodologies for gathering market shares are the following:

(a) geographic coverage: Euromonitor is available for colour cosmetics and fragrances in 26 of the EEA countries, for both mass and prestige segments. Retail scanner data is available for […]* countries for mass channel colour cosmetics, 14 countries for mass channel fragrances and 5 countries for prestige channel fragrances (and […]**). The Parties argue that Euromonitor covers the broadest range of countries and is the most comprehensive data set available across the EEA in terms of its coverage of products and sales channels;

(b) channel coverage: direct sales, online sales and several retail outlets (including all own-brand stores) are not covered by retail scanner data, while they are covered by the Euromonitor; and

(c) brand coverage: retail scanner data is more exact in the items that it measures but only for the retailers that it covers. This is because each purchase is scanned and is published, thus allowing the monitoring of the performance of brands and items of inventory and Stock Keeping Units ("SKUs"). It is also published in shorter intervals, if compared to Euromonitor. However, the Parties submit that its coverage of retailer brands and brands exclusively distributed by one retailer would be limited in several countries such as the UK or the Netherlands.

(133) The Parties explain that they use Euromonitor data when they need an overall picture of the market, such as for their strategic planning where the inadequacies of scanner data would not allow a correct assessment of the markets and where the tracking of launches or the monitoring of the performance of a single item of inventory is not required.

(134) The Parties explain that they use retail scanner data to track the sales of their individual products and brands in the different markets as this provides the most timely possibility of controlling their go-to-market strategy. As it is based on the electronic point of sales data from retailers of each purchase scanned and is published in brief intervals of one or two weeks up to two months it allows the monitoring and analysis of the performance of brands and single SKUs.

* Should read: 18.

** Should read: prestige channel data is available for colour cosmetics.

(135) The Parties acknowledge that Euromonitor data may not be as exact as scanner data and can be slow to react to new trends and market movements as these may not immediately be visible to market observers on whose assessment Euromonitor bases its views. This would be true especially regarding smaller brands where Euromonitor generally may be less accurate. The Parties nevertheless consider Euromonitor data to be best suited for the purpose at hand, which is to use data for an assessment of general market shares rather than tracking of single products or SKUs.

(136) Numerous competitors contacted during the market investigation questionnaire use both Euromonitor and Scanner data. They also tend to confirm that scanner data may be more accurate than Euromonitor for certain markets while Euromonitor would provide a broader picture of markets. As an example, one competitor mentions that "Euromonitor is a good source for the size evaluation of the market and global information on the different actors (weakness: they don't provide volume datas) Scanner data can give a precise information at a reference level."

(137) The Commission is of the view that the assessment of market shares and market characteristics is best served by the Euromonitor data.

(138) Therefore, the Commission considers that the identification and initial analysis of affected markets should be undertaken on the basis of Euromonitor data as this is the only data set which provides a homogeneous and comprehensive approach for most countries.

(139) Besides, the Commission notes the following regarding scanner and Euromonitor data:

(a) For prestige fragrances, scanner data is not generally available in the various countries. In the only instances when such data is available for affected markets (in Germany, Spain, and the UK), they are globally consistent with Euromonitor data (with less than four percentage points difference when taking into account the rationalisations of differences which will be described below in Section 5.1.2).

103 The Commission notes that in a number of countries, according to Euromonitor the overall prestige fragrances market share would appear higher than each of male and female prestige fragrances market shares. These differences are explained by the fact that the small amounts of sales of non-male fragrances are not allocated to either the male or female segment by Euromonitor but are included in the overall prestige (and also overall mass) fragrances segment. No separate non-male fragrances data is available for Croatia, Estonia, Latvia, Lithuania and Slovenia. However, the differences between the female/male aggregation and the overall fragrances market for both prestige and mass are consistent with the above explanation in these countries. In any event, these small differences do not lead to any impact on the competitive assessment for these countries and are no longer mentioned in the remainder of this Decision.

(b) Regarding mass products, significant discrepancies in market shares may appear in some countries between Euromonitor data and scanner data. The Parties have tried to reconcile the market share figures. Scanner data would often be based on a limited coverage of mass product sales: in several countries, there are multiple markets where these sales would represent less than half of the sales reported by Euromonitor.

(140) In light of this general description of the available data, the Commission conducted an in-depth assessment of the methodologies used by the Parties to provide market share data, as described in the following sections.

5.1.2. Assessment of market share data and adjustments

5.1.2.1. Rationalisation of differences between Euromonitor and scanner data

(141) As previously described, raw Euromonitor and scanner data present certain discrepancies in a number of markets. To take into account the main differences between the two types of datasets, the Parties provided explanations that would allow several adjustments of the scanner data. These adjustments, as applied to scanner data, are essentially: (i) categorisation of prestige brands initially miscategorised as mass brands in the scanner data, (ii) inclusion of direct sales (not registered in scanner data); and (iii) inclusion of sales of certain retailers (e.g. private labels) not covered by scanner data. These adjustments were provided for both fragrances and colour cosmetics.

(160) In Cyprus and Malta, the Parties have also provided other sources for estimating market shares. Indeed, in these two countries there is no data available from the usual data providers. To give an estimate of market shares, for fragrances, in both Cyprus and Malta, the Parties' distributors therefore provided sell-out data of the largest beauty retailers in the respective markets, which would account for 58% and 65% of the total retail market in Cyprus and Malta respectively. Besides sell-out data, the Parties also provided best estimates from these distributors regarding the mass fragrances markets in Cyprus and Malta.

116 As such, these sales are reported in both the brand level and the company level reports but are allocated differently in each case: (i) in the brand level report Euromonitor allocates these sales to an "Other" supplier category; while (ii) in the company level report Euromonitor allocates these sales to specific suppliers. The latter allocation would be justified in cases where some brands are not covered by the brand-level data.

117 Defined as the difference between the company-level Euromonitor market share data and the sum of brand-level market share data.

(161) Moreover, no individual market share data for the mass and prestige fragrances categories is available for Malta and Cyprus. However, this would not have any bearing on the assessment of the Transaction as described in the country-specific assessment.

(162) For colour cosmetics, no specific market share data by plausible colour cosmetics markets like eye, face, lip or nail is available for Slovenia, Malta, and Croatia, while only Nielsen data is available for these plausible markets in Estonia. The Parties have provided their best estimates of their market shares in these plausible-markets, e.g. in Croatia, the Parties have provided market shares for the mass eye, mass lip, mass face, mass nail sub-markets based on sell-out data received through their Croatian distributor Orbico.

(163) Given the fragmented nature of all the above markets and the lack of datasets from the usual third party providers, the Commission considers these data sources to be the best available proxies to estimate the Parties' market shares for the purpose of its competitive assessment.

(164) As regards deodorants and shower gels, the Parties argue that Nielsen scanner data offers better data quality at segment level. The Parties submit that certain affected markets arise from Euromonitor data only as a result of poor data quality for those particular markets, which would not be reflective of actual market conditions. Nevertheless, the Parties provide market shares for deodorants and for shower gels on the basis of both Euromonitor and Nielsen scanner data.

5.1.2.5. Conclusion

(165) In view of the above, and considering all evidence available to the Commission, for both fragrances and colour cosmetics, Euromonitor data is the best available proxy to estimate market shares in most affected markets.

(166) Furthermore, in the aforementioned markets where the Commission considers the Parties' adjustments of scanner data to be insufficient to account for the difference between scanner data and Euromonitor, or in markets where Euromonitor data is not available, the Commission will also consider other data sources in the competitive assessment for the relevant markets.

120 The Parties are not able to provide any further share information even on a best estimates basis; see e.g. Form CO, paragraphs 2307, 2352, 2624 et seq, and 2806.

121 Orbico estimated these market shares based on calendar year 2015 sell-out data provided by dm, which accounts for around 57% of the mass colour cosmetics market in Croatia and taking into account further market characteristics and relative strength of important brands in different retail outlets; reply to RFI 12 of 8 February 2016, question 4.

(167) Finally, for deodorants and shower gels, the Commission has previously used detailed product level scanner data by Nielsen when assessing transactions in the sector. Due to the fact that sales of the Parties’ deodorants and shower gel products through selective distribution channels are minimal, the Commission considers that scanner data would be an appropriate proxy for estimating market shares of the Parties and their competitors in most markets. Nevertheless, the Commission will also consider Euromonitor data in its competitive assessment for these products.

5.2. Elements common to the country/cluster assessment of fragrances and colour cosmetics

(168) The Commission has considered several elements, which are relevant for the assessment of the effects of the Transaction across countries and clusters. These elements include the distribution channels used by the Parties and their competitors (Section 5.2.1), how the Parties negotiate commercial terms with retailers (Section 5.2.2), the positioning of brands (Section 5.2.3), brand loyalty (Section 5.2.4), internet sales (Section 5.2.5), direct sales (Section 5.2.6), the grey market (Section 5.2.7), and the barriers to entry or expansion as well as the role of innovation (Section 5.2.8).

5.2.1. Description of distribution channels

(169) In general, the Parties distribute their fragrance (including deodorants and bath and shower gels sold as ancillary products) and colour cosmetics products through an array of different channels, including brick-and-mortar stores such as drugstores, perfumeries and department stores and through online channels. The importance of each of these channels varies from country to country and between fragrances and colour cosmetics.

(170) The following Tables provide an overview of the respective proportions of various sales channels across the EEA in most countries where affected markets arise:

Table 2a: Fragrances retail sales channel split across the EEA

Fragrances

In %

Store basedPerfumeriesDrugstoresDepart. storesGrocery retailersNon-storeDirect sellingHome shoppingInternet retailing Austria 89.4 37.0 30.0 14.5 7.8 10.6 3.2 1.5 5.9

Belgium 92.6 61.6 3.1 16.7 9.1 7.4 3.4 1.0 3.0

Croatia 72.7 39.2 8.9 5.3 19.1 27.3 17.2 - 10.1

Czech Re- 23.3 14.7 4.7 1.1 2.2 76.7 31.5 0.5 44.7 public

Denmark 86.7 9.9 50.9 11.6 12.3 13.4 1.5 2.1 9.8

Estonia 74.6 33.0 5.9 13.8 20.3 25.4 11.2 - 14.2

Finland 80.4 26.7 - 23.2 27.2 19.6 6.6 - 13.0

Germany 91.9 53.2 23.6 5.7 8.4 8.1 3.4 0.8 3.9

Hungary 63.0 28.5 30.6 0.1 3.5 37.0 25.4 - 11.6

Ireland 92.1 29.6 6.5 30.8 7.6 7.9 4.0 - 3.9

Latvia 60.5 30.0 4.1 9.4 13.5 39.5 27.5 - 12.0

Lithuania 74.5 50.3 4.1 - 15.1 25.5 15.0 - 10.5

Netherlands 97.2 51.8 17.5 20.6 4.3 2.8 0.4 0.2 2.1

Norway 75.7 71.6 - - - 24.3 5.5 0.2 18.6

Poland 58.5 24.0 27.2 - 5.5 41.5 25.1 1.3 15.1

Portugal 89.4 49.3 2.6 13.9 20.7 10.6 9.1 0.1 1.4

Romania 61.8 19.2 0.1 - 29.4 38.2 36.1 - 2.2

Slovakia 69.3 38.4 18.3 0.5 12.1 30.7 22.4 0.5 7.8

Slovenia 91.2 30.4 57.7 1.0 2.1 8.8 6.1 - 2.7

Sweden 85.1 30.1 - 43.0 9.6 14.9 7.8 - 7.1

UK

74.5 23.1 8.1 20.1 5.1 25.5 3.4 2.7 19.5

Source: Form CO

able for Cyprus, Croatia, Ireland, Malta, Slovenia and the Baltics; furthermore, in terms of colour cosmetics, data is not available for Austria, Bulgaria and Portugal, and for Finland in terms of fragrances).

34

Table 2b: Colour cosmetics retail sales channel split across the EEA

Colour Cosmetics

In %

Croatia 75.8 25.0 22.9 1.2 26.7 24.2 12.9 0.2 11.1

Czech Re- 52.3 15.5 23.0 2.4 10.9 47.7 25.8 0.5 21.4 public

Denmark 85.7 6.9 55.8 7.2 13.5 14.3 2.8 2.0 9.5

Estonia 77.6 15.8 13.1 9.6 37.2 22.4 19.9 - 2.5

Finland 83.8 28.0 - 11.7 38.4 16.2 7.2 1.0 8.0

France 84.4 28.1 5.3 8.6 39.6 15.6 3.7 3.0 8.9

Germany 84.8 27.6 39.3 7.6 6.6 15.2 4.7 3.0 7.6

Hungary 63.4 24.5 27.5 0.1 10.0 36.6 21.8 - 14.8

Ireland 88.4 26.3 5.1 17.6 25.1 11.6 7.5 - 4.1

Italy 84.5 45.2 15.1 1.2 17.1 15.5 9.2 0.2 6.1

Lithuania 76.9 33.7 8.5 - 23.6 23.1 22.9 - 0.2

Netherlands 95.7 27.6 33.5 27.8 0.8 4.3 1.2 1.0 2.2

Norway 71.4 54.0 - - 7.8 28.6 6.0 0.2 22.5

Poland 63.2 14.7 33.4 - 9.0 36.8 23.6 0.8 12.4

Slovakia 79.1 35.6 28.6 0.3 14.5 20.9 20.3 0.1 0.4

Slovenia 79.9 57.9 20.9 0.1 - 20.1 15.8 - 4.3

Spain 87.0 49.0 0.4 17.1 12.4 13.0 6.2 - 6.8

Sweden 81.5 35.7 0.0 32.2 9.0 18.5 9.1 0.4 8.9

UK 80.4 8.4 40.8 13.3 11.5 19.6 8.3 1.8 9.5

Source: Form CO

(171) Many of the Parties' competitors mainly focus on these channels, but an increasing number of competitors distribute their products directly to end consumers, either in their own stores or via direct selling (e.g. Avon, Oriflame, Mary Kay and Amway).

126 Neither Coty nor the Target Businesses have their own retail outlets in the EEA, apart from Coty’s newly acquired Bourjois business, which has four branded outlets in France.

(172) A large part of the market is characterised by the prevalence of selective distribution arrangements. Generally, all prestige fragrance and prestige colour cosmetics brands are intended to be sold through selective distribution.

(173) The Parties serve directly some countries in the EEA with own country organisations whereas they use independent wholesale distributors for others. This is comparable to many competitors.

(174) The Parties do not deal directly via their own subsidiaries but instead use independent distributors in the following affected countries:

(a) Coty: [Confidential – list of countries in which operations are performed solely by distributors] .

(b) The Target Businesses :

– Fragrances: [Confidential – list of countries in which operations are performed solely by distributors]

– Colour cosmetics: [Confidential – list of countries in which operations are performed solely by distributors].

5.2.2. Negotiations with retailers

(175) In this Section, the Commission assesses how negotiations between manufacturers and retailers take place and to what extent the Transaction will have an impact on the supplier-customer relationship. The Commission's analysis focuses on retailers to assess the impact on final consumers and, in particular, on the scope of negotiations, on the main drivers of commercial decisions, on the scope of rebate/bonus/discount/incentive systems, to establish whether the merged entity would acquire or strengthen a dominant position, especially given its enlarged portfolio of brands within the same product category.

5.2.2.1. Parties' views

(176) According to the distribution organization in a given country, each of the Parties enters into distribution agreements with wholesale distributors or with retailers. The Parties usually have a separate contract for selective distribution for the prestige segment. With large international retailers, the Parties usually enter into framework agreements setting out the general purchase conditions, which are further negotiated and detailed at local level by national/regional agreements.

127 However, as described in Section 5.2.7, a certain portion of prestige fragrances may end up being sold through mass channels in unauthorised outlets ("grey channel").

(178) The Parties claim that negotiations with their customers take place essentially at brand level and that the width of the brand portfolio does not play a major role in negotiations with customers. To support this claim they submit that (i) negotiations are based on brand-specific presentations, [Business secrets redacted – information regarding negotiations with customers]; (ii) negotiations with retailers for the supplier's existing brand selection, for the listing of new product launches and promotion slots allocation are essentially driven by the overall expected profitability of a given brand.[Business secrets redacted – information regarding negotiations with customers] Therefore, terms and conditions can vary significantly between the different brands.

132 Selective distribution agreements contain provisions relating to quality requirements of stores (e.g. location and furnishing), in-store services to be rendered, professional qualifications of the beauty consultants, as well as limitations in terms of the on-sale outside the network of selected retailers. See Annex 8-005 Retailer distribution contracts to the Form CO and Parties' response to Commission QP17 of 4 January 2016.

(179) [Confidential – information regarding contractual terms] However, [Confidential – information regarding contractual terms].

(180) In addition, retailers' decisions on de-listing are also linked to the performance of a given brand. This implies that a strong performance in one of the Parties' brands does not prevent the regular de-listing of the Parties' non-performing brands.

(181) Besides, having a wide portfolio of brands would not per se give a supplier any significant advantage when negotiating with its customers, given that negotiations are brand-driven and retailers' major decisions (such as listing, allocation of promotional slots and de-listing) are taken on the basis of a performance of a given brand. The Transaction would not change this dynamic and would not strengthen the Parties' position vis-à-vis their retailers, and as a consequence vis-à-vis their competitors.

(182) Finally, the Parties argue that in negotiations they mainly face large international retailers that have the power to constrain them. The retail sector is highly concentrated across the EEA, with the largest part of the Parties’ sales generated with a small number of retailers in each country. According to the Parties, the fragrances and colour cosmetics markets are highly fragmented and retailers can choose from a wide array of alternative products. Retailers would be thus in a position to constrain suppliers in three different ways: (i) as gatekeepers, controlling the access to shelf-space, promotional slots and setting retail prices; (ii) as customers of the Parties with power to delist; (iii) as well as competitors with their own private label brands.

5.2.2.2. Commission's assessment

(183) Respondents to the market investigation indicated that negotiations and distribution agreements between suppliers and retailers comprise a wide range of arrangements, whose scope may significantly vary depending on the country, the size and geographic footprint of the customers as well as the portfolio of the supplier.

143(184) [Confidential – information redacted regarding dealings with customer].

(185) In addition, major commercial decisions relating to listing, de-listing and allocation of promotional slots are driven by the performance of a given brand, taking into account key performance indicators, such as the brand's sales in value and in quantity, the stock rotation and profitability. Retailers do not in general discriminate suppliers according to the mere size of their brand portfolios and stated that a large portfolio comprising brands across different product markets (beauty markets or other) would not give a supplier an advantage when negotiating with retailers.

139 See Form CO, paragraph 3374 and the Parties' response to QP14 of 22 December 2015.

140 See the Parties' response to QP14 of 22 December 2015 and to RFI 3 of 26 January 2016.

141 For example, [ Confidential – information redacted regarding dealings with customer]. Form CO, paragraph 594.

142 The top five retailers for colour cosmetics products account for 60%-80% of overall colour cosmetics in the EEA. In particular, the top three retailers account for almost 60% of the colour cosmetics segments in Germany and Austria. The top five retailers for fragrances products account for approximately 60-80% of the retail market for overall fragrances in the Czech Republic, Germany, the Netherlands, Poland, and Sweden. See Form CO, paragraph 3342. In the present footnote, "retailers" include online retailers, not only necessarily store based retailers.

143 See responses to Q1 – questionnaire to competitors, questions 22.1 and 22.2. See responses to Q5 – questionnaire to distributors, questions 20.1 and 20.2. Discussions may also involve fragrances/colour cosmetics together with other beauty products (such as colour cosmetics/fragrances, skin care, hair care, see responses to Q2 – questionnaire to customers, questions 19.1 and 19.2.

(184) [Confidential – information redacted regarding dealings with customer].

(186) This implies that a strong performance in one of the Parties' brands does not per se encourage the listing or prevent the de-listing of the Parties' less-performing brands. As a result, a strategy of leveraging the size of the Parties' range of brands within the same market or within the same product-type category (e.g. fragrances or mass fragrances) or the performance of individual brands to avoid de-listing or to encourage listing of lower performing brands would be unlikely.

(187) Likewise, the key precondition for the allocation of a promotional slot is that the retailer expects the promotion of a certain brand to generate higher sales. A majority of respondents to the market investigation indicated that if more than one supplier requested a promotional slot for a similar product on the same period of the year, the retailer decides to give higher priority (for example, in terms of timing and quality of the space allocation) to the brand with the higher expected profitability. In that context, it seems that every supplier is given the opportunity to "buy" a promotional slot for the fragrance or colour cosmetics brand it wishes to promote, irrespective of its market share and the size of its total fragrances offering.

(188) An important element in the negotiations between suppliers and retailers is the rebate/bonus/discount/incentive systems, which play a key role in the commercial strategy of retailers, since they may help retailers to obtain a competitive advantage over their competitors. Through these rebate/bonus/discount/incentive systems the merged entity could in theory offer e.g. better terms to retailers in exchange for foreclosing its competitors. For that reason, it is important to assess the scope and structure of the Parties' rebate/bonus/discount/incentive systems to establish whether the Transaction would lead to the creation or strengthening of a dominant position, for example because of the merged entity's enlarged portfolio of brands.

144 See responses to Q2 – questionnaire to retailers, questions 19.7.1 and 19.7.2. Competitors and distributors have a different opinion and consider that having a broad portfolio of brands covering many fragrances or colour cosmetics brands and/or covering brands belonging to other product categories may favour a supplier in negotiations with retailers. See responses to Q1 - questionnaire to competitors, questions 22.5.1 and 22.5.2.

145 Some retailers however mentioned that if a supplier has a large portfolio of healthy brands they may discuss a more strategic relationship, which is less focussed on a particular brand. See responses to Q2 – questionnaire to retailers, questions 19.7.1 and 19.7.2.

146 Furthermore, a bundling strategy that entails sacrificing sales of successful brands in order to push sales of less successful brands within the fragrances market seems unlikely, since it may give rise to concerns from the licensors of the more successful brands and lead them to switch their licence to rival suppliers. See Parties' responses to RFI 3 of 25 January 2016.

147 Promotion slots are decided by retailers on the basis of a proposal by a supplier generally during the yearly negotiations. Retailers usually have defined prices for promotion slots, which may be of different quality depending on the in-store location, the size of the space allocated to the promotion materials and the number of places in the stores where the promotion materials are present, which form the basis for negotiations. For example, promotional slots including preferable in-store locations (special placements), larger gondolas or increased visibility (e.g. a larger display window) are valued highly.

148 See responses to Q1 - questionnaire to competitors, question 48, Q5 – questionnaire to distributors, question 43 and Q2 – questionnaire to retailers, question 42.

(189) Suppliers use an array of rebate/bonus/discounts to incentivise retailers to list, promote and market their products. [Confidential – information redacted regarding dealings with customer].

(190) A majority of competitors indicated that rebate/bonus/discount/incentive schemes are generally based on the performance of a given brand. Some retailers mentioned that rebates and discounts may refer to all brands within the same product market or may apply across brands of a supplier. However, a majority of retailers referred also that the rebate/bonus/discount/incentive systems that they negotiate with each of the Parties is similar to that offered by other suppliers of fragrances and colour cosmetics and that in negotiations the Parties are treated similarly to their competitors. Finally, a majority of retailers do not expect any material changes in their rebate/bonus/discount/incentive schemes as a result of the Transaction.

(191) In relation to the rebate/bonus/discount/incentive systems of the Parties, the Commission notes the following.

(192) The [Confidential information redacted regarding contractual terms] of the Parties' rebate/bonus/discount/incentive systems are [Confidential information redacted regarding contractual terms] and in any event they are [Confidential information redacted regarding contractual terms].

(193) The rebates applying to sales across multiple brands relate essentially to savings in costs that are common to the supply of the different brands, [Confidential information redacted regarding costs taken into account], but are not contingent on portfolio size, nor are they conditional upon a multi-brand purchase. In particular, [Confidential information redacted regarding specific rebates agreed with retailers]. Such incentives represent a [Confidential] of the overall rebates and discounts offered by each of the Parties.

(194) Coty's [Confidential information redacted regarding specific rebates] various brands within the same market. However, the fact that prior to the Transaction Coty already markets a large number of fragrances without bundling them seems to indicate that there would be no "portfolio effects" amongst different brands within the same market. Also, during the market investigation retailers were not concerned about the effects of the Transaction on their relationship with the merged entity.

(195) Further, the change in the portfolio size of the Parties resulting from the Transaction does not appear sufficiently important to suggest that the merged entity, or the retailers would modify their commercial strategies.

149 See responses to Q1 - questionnaire to competitors, question 22.4; this was also confirmed by distributors, Q5 – questionnaire to distributors, question 20.4.

150 See responses to Q2 – questionnaire to retailers, question 19.4.

151 See responses to Q2 – questionnaire to retailers, questions 19.4 and 19.5.

152 See responses to Q2 – questionnaire to retailers, question 19.5.

153 See Parties' responses to QP14, question 13 of 18 January 2016, to RFI 3 of 25 January 2016 and to RFI 6 of 29 January 2016.

154 See Parties' responses to RFI 3 of 25 January 2016 and to RFI 6 of 29 January 2016.

155 See responses to questionnaire Q2 – questionnaire to retailers, questions 53 to 56.

(196) Finally, the Parties face some strong rivals (see e.g. Section 5.2.3) which have comparable (if not larger) brand portfolios, comprising successful brands which are comparable to the highest selling brands of the Parties. Therefore, as regards the size and the composition of their portfolio of brands and their relationship with their customers, the Parties do not seem to be in a unique position compared to that of their competitors in both the fragrances and colour cosmetics markets.

157 (197) As regards the countervailing buyer power of retailers, respondents to the market investigation indicated that retailers have the power to decide on the allocation of shelf-space. Retailers undertake regularly category review (at least twice a year for both fragrances and colour cosmetics) and that they have the power to delist brands from their shelves. However, the market investigation has not provided clear elements as to what extent retailers have made use of de-listing as a bargaining tool to off-set any possible anti-competitive strategy of the Parties. In any event, for the purposes of this case, it is not necessary to conclude on the existence and the degree of countervailing buyer power of retailers, since, as explained in this section, the Transaction does not seem to strengthen the Parties' negotiating position vis-à-vis retailers to a significant extent.

5.2.2.3. Conclusion

(198) In view of the above, and considering all evidence available to the Commission the Transaction does not have a significant impact on the way the Parties negotiate with their retailers in both fragrances and the colour cosmetics markets in the EEA.

5.2.3. Closeness of competition - Positioning of brands

(199) Fragrances and colour cosmetics are differentiated products. Within a relevant market, products may be differentiated such that some products are closer substitutes.

156 In the present case, the Commission considers category management to be of little relevance. Category management is a management method used in modern retail business in order to optimise the retailers’ product portfolio and to enable them to better meet the shoppers’ demand (M.3732 – Procter & Gamble/Gillette, recital 134). Category management is much more limited for fragrances than for other consumer goods, since retailers organise and assess fragrances by brands rather than by category and given that the fragrances category is highly fragmented. In the EEA, category managers are present only at certain large retailers in Germany and to lesser extent in the United Kingdom. In the colour cosmetics sector, category management does not exist and retailers do not formally appoint category managers or advisers for colour cosmetics. Whilst category management may be more relevant in hair care, it is not likely that this would lead to anti-competitive effects given the limited relevance of category management in the other markets (and Coty is not present in hair care pre-Transaction).

Countervailing buyer power in this context should be understood as the bargaining strength that the buyer has vis-à-vis the seller in commercial negotiations due to its size, its commercial significance to the seller and its ability to switch to alternative suppliers (Horizontal Merger Guidelines ("HMG"), paragraph 64).

See responses to Q1 - questionnaire to competitors, questions 43.1 and 43.2, Q5 – questionnaire to distributors, questions 39.1 and 39.2 and Q2 – questionnaire to retailers, questions 39.1 and 39.2.

For colour cosmetics the category review may also take place more frequently (i.e. quarterly) due to the rapid changes in fashion trends.

See responses to Q1 - questionnaire to competitors, questions 44 and 45, Q5 – questionnaire to distributors, questions 40 and 41 and Q2 – questionnaire to retailers, questions 40 and 41.

See responses to Q1 - questionnaire to competitors, questions 41 and 44.3, Q5 – questionnaire to distributors, questions 37 and 40.3 and Q2 – questionnaire to retailers, questions 38 and 40.3.

41

than others. The higher the degree of substitutability between the merging firms' products, the more likely it is that the merging firms will raise prices significantly. For example, a merger between two producers offering products which a substantial number of customers regard as their first and second choices could generate a significant price increase. Thus, the fact that rivalry between the merging firms has been an important source of competition on the market may be a central factor in the analysis. Besides, it is less likely that a merger will significantly impede effective competition, in particular through the creation or strengthening of a dominant position, when there is a high degree of substitutability between the products of the merging firms and those supplied by rival producers.

5.2.3.1. Overview of competitors and brands

(200) The competitive landscape in the fragrances markets is characterised by a high number of strong global players, which are active across the EEA and in most of the national affected markets.

(201) In the colour cosmetics markets, the competitive landscape is characterised by a lower number of strong global players than in fragrances, although some of them are present in both categories with significant market positions.

(202) L'Oreal is the largest beauty group in the world and is present in 130 countries, with around 30 brands. The L’Oréal Group’s product range includes hair care, skin care, sun protection, colour cosmetics, perfume and hair colour. In fragrances, it holds well-known prestige (Lancôme, Giorgio Armani, Cacharel, Diesel, Yves Saint Laurent) as well as mass brands (Puma, Vanderbilt, Daniel Hechter, The Body Shop). The L’Oréal Group’s mass colour cosmetics brands are L’Oréal Paris, Maybelline New York, and essie (specialised in nail products). L’Oréal has also recently acquired NYX. The Parties consider that L’Oréal is the strongest player across Europe in both the colour cosmetics market and the mass segment.

(203) Chanel is a privately held fashion and cosmetics company headquartered in France. Its products include clothes, fragrances, eyewear, skincare, makeup, handbags and jewellery. Chanel is one of the few prestige fashion houses which commercialises fragrance products (under the Chanel brand) itself rather than licensing its brand to another company.

(204) LVMH is a luxury goods conglomerate headquartered in France. Its products include wines and spirits, fashion goods, perfumes and colour cosmetics as well as watches and jewellery. It is vertically integrated through its beauty retailer chain Sephora. Its main prestige fragrances brands include Guerlain, Dior, Givenchy and Kenzo.

(205) Puig is a family-managed fashion and fragrances business headquartered in Spain. The brand range for fragrances considered "prestige" currently include Prada, Valentino Parfums, Comme des Garçons, Nina Ricci and Paco Rabanne. As of 1 January 2016, Puig has taken inhouse the Jean Paul Gaultier fragrance from Shiseido. Mass brands include Antonio Banderas and David Bustamante.

162 HMG, paragraph 28.

163 Form CO, e.g. paragraphs 2078 and 2079.

(206) US-based Elizabeth Arden’s fragrance brands, which have traditionally been considered "prestige" brands, include Elizabeth Arden and Juicy Couture. In addition, the company is active in the mass fragrances with celebrity brands Britney Spears or Taylor Swift.

(207) Estée Lauder is a cosmetics and fragrances company also headquartered in the US. The company’s fragrances traditionally considered "prestige" include AERIN beauty, Aramis, Donna Karan Cosmetics, Estée Lauder, Michael Kors, Tom Ford and Tommy Hilfiger.

(208) Avon is a manufacturer of beauty and related products and one of the world's largest direct sellers. The company’s fragrance brands include its Avon brand fragrances and Fergie Outspoken. Avon markets its mass colour cosmetics products under the Avon brand.

(209) Oriflame is a manufacturer and distributor of beauty and related products, present in more than 60 countries through its direct sales distribution network (a sales force of approximately 3.6 million independent consultants, who together create annual sales exceeding EUR 1.5 billion). In some countries, the company offers over 100 different fragrance products, including brands such as Architect, Amber Elixir and Eclat. Oriflame’s mid-priced colour cosmetics are geared towards different target groups.

(210) Cosnova is a fast-growing cosmetics company that reported a worldwide turnover of above EUR 300 Million in 2015. More than 90% of the Cosnova business relates to colour cosmetics, the rest being skin care and fragrance. In colour cosmetics, the company is active exclusively in the mass segment with two low-price brands essence and Catrice. The primary markets of both brands are Germany but they are also developing throughout the EEA. Cosnova sells its products through drugstores, food retailers, perfumeries, department stores and fashion retailers.

(211) Kiko Milano is an Italian brand established in 1997. Kiko, whose business in mainly focused on retail sales of cosmetics, make up and, skin care, distributes exclusively through its own boutiques and online sales. KIKO’s turnover of around EUR 250 million is mainly (90%) based on retail sale on 650 monobrand stores in 14 countries, with over 1000 products.

(212) Unilever is one of the world’s largest companies engaged in the production and marketing of fast-moving consumer goods in the nutrition, hygiene and personal care product categories. The company’s fragrance brands, all sold in the mass channel, include Axe, Lynx, Ego, Fabergé and Brut.

(213) Mäurer & Wirtz is a manufacturer of fragrances and body care products with a main presence in Germany, the Benelux countries, Austria and Switzerland, The company’s mass fragrance brands include TNT, S’Olivern, Betty Barclay, Otto Kern and Tabac.

(214) Inter Parfums is a fragrance and beauty manufacturer, marketer and distributor, which is headquartered in New York. The European operations primarily represent the sale of prestige brand name fragrances such as Montblanc, Lanvin, Jimmy Choo, Rochas, Karl Lagerfeld and Paul Smith.

(215) Revlon is a global company active in colour cosmetics, hair colour, beauty tools. Revlon’s products are distributed in over 100 countries. Revlon’s global colour cosmetics brands include Revlon, Almay, SinfulColors, and Pure Ice. In 2014, Revlon had net sales of approximately USD 2 billion.

(216) Although the strength and the relevance of these brands may vary across countries, it appears that a number of these players and brands are present in the countries covered by the Commission's market investigation.

(217) Moreover, some more local competitors are also strong in some affected countries (as described below, e.g. in the country-specific sections).

(218) At company level, considering e.g. global, commercial and financial performance, the Parties do not appear to focus their benchmarking on each other.

(219) For instance, Coty in its "industry benchmarking" assesses performance of [Business secrets – a number of large international players are named] regarding growth rates of net sales and Coty Beauty position vs competition. Regarding market shares of colour cosmetics, Coty appears to benchmark at least [Business secrets – a number of large international players are named as well as private labels]. For fragrances, Coty appears to benchmark at least [Business secrets – a number of large international players are named]. Coty's ambition appears to be to [Business secret regarding commercial strategy].

(220) Similarly, in its high level "Business strategy review" of [Confidential], relating to prestige products, P&G only mentions Coty as a possible purchaser for some assets to be divested (among a list of other possible purchasers), while benchmarking its performances against key players ([Business secrets – a number of large international players are named]. In other documents benchmarking financial performances, P&G lists [Business secrets – a number of large international players are named].

5.2.3.2. Parties' views

(221) First, the Parties note that their respective brands and products are generally subject to similar market positioning across Member States. Whilst consumer purchasing patterns and motivations may to some extent differ between relevant countries, the Parties aim to make their brands occupy a distinct but consistent position relative to competing brands in the mind of the consumers. This is undertaken through coherent marketing communication and price-points.

5.2.3.2.1. Fragrances

(222) The Parties argue that competition in the fragrance market takes place at the level of brands and sub-brands. In line with general industry standards, closeness of competition in the overall fragrances market is analysed by taking into account the key drivers of competition such as brand image (which often corresponds with the image of the respective licensor), marketing and, to some extent, price.

(223) Brand message and the image that consumers wish to identify with (e.g. seductive, cool, energetic, feminine, classic, etc.) are decisive factors of their purchasing decision. Fragrances suppliers create and promote a brand image and ensure that the image is kept in consumers’ minds. The price positioning of certain brands is often a part of their overall brand positioning (luxury fashion brands are generally positioned in a higher price range than an edgy sports brand targeting younger users)

(224) With respect to brand image, the Parties claim that they are not particularly close competitors neither in relation to their entire product range nor in relation to their individual brands. Generally the Parties' brands are positioned at different levels within the fragrances segment in terms of overall "prestige" status and brand message, target group and pricing.

(225) For example, whereas Calvin Klein and Davidoff, Coty’s [Confidential information redacted regarding brand performance] [Business secret] brands (accounting for [Confidential information redacted regarding brand performance] of Coty’s fragrances turnover) are positioned at the entry level of prestige fragrances, the Target Businesses' brands Lacoste and Hugo Boss have a clear focus on the mid- and luxury range of the segment, whereas Gucci is considered to be a more prestigious, haute couture brand. Although Coty also has some presence in the "ultra-prestige" end of the market with its brands Marc Jacobs and Chloé, these account for [Confidential information redacted regarding brand performance].

(226) Moreover, the Parties consider that there are always a number of third party products competing at least as closely as the Parties’ products compete with each other. For example, within the ultra-prestige range there are several competing third party brands. Apart from Coty's Chloé and Marc Jacobs and the Target Businesses’Gucci, Dior (LVMH), Chanel, YSL and Armani (the latter two both L’Oréal) are also present in this segment.

(227) Usually in their internal documents, the Parties benchmark their own brands with other brands that have a similar or close brand image. In Table 3 below, the Parties have summarised, for their brands, the other brands that are typically used as comparisons in their internal documents.

Table 3: Typical benchmarks used for the Parties’ fragrance brands

("P" is for prestige brands, "M" for mass brands)

167 Brands

Typically benchmarkedFurther benchmarks against

[Business secrets – benchmarking information removed]

Adidas (M)

[Business secrets – benchmarking information removed]

[Business secrets – benchmarking information removed]

Bottega Veneta (P)

166 Form CO, paragraphs 483 and 484.

167 The classification of the Parties' brands is done according to the Form CO.

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167 Brands

Typically benchmarkedFurther benchmarks against

[Business secrets – benchmarking information removed]

Beyoncé (M)

[Business secrets – benchmarking information removed]

Calvin Klein (P)

[Business secrets – benchmarking information removed]

Cerruti (P)

[Business secrets – benchmarking information removed]

Chloé (P)

[Business secrets – benchmarking information removed]

Chopard (P)

David Beckham (M)

[Business secrets – benchmarking information removed]

Davidoff (P)

[Business secrets – benchmarking information removed]

[Business secrets – benchmarking information removed]

Guess (M)

[Business secrets – benchmarking information removed]

Jil Sander (P)

[Business secrets – benchmarking information removed]

Joop! (P)

[Business secrets – benchmarking information removed]

Katy Perry (M)

[Business secrets – benchmarking information removed]

Marc Jacobs (P)

[Business secrets – benchmarking information removed]

[Business secrets – benchmarking information removed]

MiuMiu (P)

46

167 Brands

Typically benchmarkedFurther benchmarks against

[Business secrets – benchmarking information removed]

Playboy (M)

[Business secrets – benchmarking information removed]

Roberto Cavalli (P)

[Business secrets – benchmarking information removed]

Vera Wang (P)

[Business secrets – benchmarking information removed]

Bruno Banani (M)

[Business secrets – benchmarking information removed]

Escada (P)

[Business secrets – benchmarking information removed]

Gabriela Sabatini (M)

[Business secrets – benchmarking information removed]

Gucci (P)

[Business secrets – benchmarking information removed]

Hugo Boss (P)

[Business secrets – benchmarking information removed]

James Bond (M)

[Business secrets – benchmarking information removed]

Lacoste (P)

[Business secrets – benchmarking information removed]

Mexx (M)

[Business secrets – benchmarking information removed]

Stella McCartney (P)

168 Sarantis is a European group active in the production and trade of cosmetics, household use products and parapharmaceutical items. In 2014, its turnover was EUR 248 million (45% of which in cosmetics and fragrances). Sarantis has put on sales 182 new SKUs and 27 SKU relaunches in the flagship products within the category of Fragrances (STR8, BU, C-THRU) since 2009.

169 EuroItalia manufactures and distributes fragrances and cosmetics. It is the worldwide licensee for brands such as Versace, Moschino, Missoni, Richmond.

170 In the UK, James Bond is considered as a low end prestige brand.

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(228) As regards pricing, pricing to end consumers and the recommended sales prices (RSP) are taken into account in relation to prestige fragrances as a reflection of the overall brand positioning and the consumer group targeted by a particular brand or line. For example, the positioning of a prestige fragrances brand in the "ultra-prestige" range within the segment often corresponds with resale prices of EUR 55 and more for a 30 ml bottle, whereas fragrances aiming at more "entry level" consumers will be sold at prices between approximately EUR 20 – EUR 40 for a 30ml bottle.

(229) The Parties argue that for the most part, their brands are not the closest to each other on the pricing spectrum, and even where some brands are closely positioned, there are plenty of other brands priced at around the same level. This can be documented in price ladders, which show the average retail pricing and segment shares of brands in national or country cluster markets. Price ladders will be assessed where relevant in Section 5.3.3. In the markets where price ladders are assessed, the Commission has verified that the coverage of the underlying scanner data in terms of number of items sold is substantial for each brand.

(230) Finally, the Parties submit that some switching studies carried out by Kantar, notably in the UK, indicate that the Parties’ largest brands in that market cannot be considered as close substitutes and that they face competition from a range of other brands.

5.2.3.2.2. Colour cosmetics

(231) The Parties submit that in the beauty industry, a variety of factors are available to determine closeness of competition. As for fragrances, brand image, product characteristics and price are the most relevant criteria. In combination these factors allow for a broad and basic distinction to be drawn between brand messaging of "make-up artistry, glamorous and expensive" that targets older women and brand messaging of "colourful, young and value for money" targeting teenagers and young women. Whilst a brand’s position might differ on a country by country or on a regional basis, a number of factors are quite constant across Europe.

(232) First, brand image and messaging is especially important to indicate of closeness of competition in the beauty industry. The choice of products by customers is mostly driven by their perception of a brand as the products form part of the customers’ self-expression. Brands convey different key messages through advertising, in store rendering, and general marketing.

(233) Additionally, colour cosmetics are very fashion driven. The trends being followed can also be used as a factor to distinguish brands in "younger" and "older". Add-ons in products, such as SPF (sun protection factor), anti-aging ingredients or direct/semi direct benefits, and moisturiser, can also help to determine the perception of a brand and targeted core customers.

171 Form CO, paragraph 491.

172 In some national markets (Czech Republic, Netherlands), the Commission also took into account nominal price data submitted by the Parties as regards prestige brands. However, the Commission notes that such data covers only prestige fragrance units sold through mass channels, and therefore the number of units for such brands as covered by scanner data is on occasions limited.

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(234) Second, as is the case for all consumer goods, price is a factor for product positioning. This is underlined by the fact that sales in the colour cosmetics segment are mostly driven by promotions.

(235) The overlap between the Parties in mass colour cosmetics is limited to the Target Businesses’ brand Max Factor. Across the EEA, the Parties submit that the closest competitor to Max Factor in all affected markets is L’Oréal with its L’Oréal Paris brand. The Parties add that Coty’s brands do not form part of the "make-up artistry, glamorous and expensive" brand positioning that L’Oréal Paris and Max Factor represent. Rather, each of Coty’s brands fall within the "colourful, young and value for money" brand positioning. This is illustrated in Table 4 below.

Table 4 – Positioning of the Parties and their Competitors

"colourful, young and value for"make-up artistry, glamorous and money" expensive"

Brand

Supplier

Brand

Supplier

Parties’ brands

Rimmel

Astor

Manhattan

Max Factor Target Businesses

Bourjois

OPI

Sally Hansen Coty

Cover Girl

Target Businesses

Main competitor brands

Maybelline L’Oréal

L’Oréal Paris L’Oréal

Barry M

Barry M

Revlon

Revlon

Essence

Cosnova

Boots No. 7 Boots

Avon

Kiko

Kiko

Debby

Deborah

Deborah Milano Deborah

Yves Rocher Yves Rocher

Entry prestige brands

MAC

Estée Lauder

Bobby Brown Estée Lauder

Smashbox Estée Lauder

Nars Shiseido

Bare Minerals Shiseido

Urban Decay L’Oréal

Benefit LVMH

Makeup Forever LVMH

Too Faced LVMH

Source: Form CO

(236) In addition, the Parties submit that brand demographics are also different. Based on age demographics, more than [Confidential statistics] of Max Factor consumers are aged [Confidential statistics] (compared to about [Confidential statistics] for Rimmel) whereas Rimmel is stronger in the consumer group of women aged [Confidential statistics] (about [Confidential statistics] for Rimmel versus just [Confidential statistics] for Max Factor). L’Oreal Paris is positioned between Max Factor and [Confidential statistics] brands such Rimmel.

(237) Regarding price as another factor for brand positioning, the Parties are of the view that price ladders at country level (see Section 5.4.3) show that the price positioning of the Parties’ brands indicate i.a. that:

(a) Coty's Rimmel is priced at the mid-range whereas Max Factor is at the top price range of the mass segment.

(b) Coty's Bourjois is at the high-end price range of the mass segment and positioned closer to Max Factor but the strongest brand within that price bracket is L’Oréal Paris.

(c) Although Astor share some similarities with Max Factor, Coty's Astor is also positioned differently to Max Factor as the average price of Astor products in a number of countries is materially below that of Max Factor.

(d) Coty’s other brands Miss Sporty and NYC are priced at the very low end of the price range, being the opposite end of the pricing spectrum to Max Factor.

(238) For product assortments, the Parties consider that they have an assortment of roughly the same breadth and depth as their main competitors. A comparison of the colour cosmetics product assortment of Coty and the Target Businesses against its key competitors pre- and post-Transaction shows that the largest branded manufacturer competitors and the largest manufacturer brands are present in all sub-segments of eye, face, lip and nail in fairly similar proportions (even if with some individual strengths in some sub-segments in some markets).

5.2.3.3. Commission's assessment

5.2.3.3.1. Fragrances

Relevance of brands

(239) The majority of respondents to the market investigation have indicated that brands play a paramount role as a driving force for competition in the fragrances markets.

(240) This is particularly the case in the prestige segment, where brand name appears to be the most relevant factor that explains competitive success. As explained by one competitor "In terms of prestige we consider that building Brand is the most important criteria to have success in EEA". Likewise a major retailer pointed out that

173 Form CO, paragraph 2123. These results are related to a Kantar study concerning the UK but they are in general valid for other countries of the EEA.

'"For Prestige, dynamism of the market and of the competition is due to the launches of new products and to the marketing support/communication done by the brands".

(241) Also in the mass segment, brand appears to be particularly important in the choice of consumers although there price and availability on shelves also matter. One competitor put forward in that regard that "the mass segment is influenced by brand together with price". A mass retailer submitted that "As we operate through hypermarkets all kinds of marketing-related drivers are important and price are important. Still, most important is brand". For another retailer "It's all about brand and brand experience. Consumers buy a fragrance, but they also buy an experience".

(242) Whilst respondents consider brands as one of the most relevant factor in the fragrance business, the majority of respondents does not consider that Coty or the Target Businesses hold stronger positions than other players with respect to brand equity and awareness. In particular, the majority of customers do not view Coty or the Target Businesses as the most important players in the fragrances markets as regards brands strength, be it in prestige or mass segments. As explained by a Polish retailer "The market is competitive enough not to allow anyone have a major advantage". A Romanian retailer pointed out that "Generally there are no specific advantages noted. Coty is a professional supplier with quality standards in line with other suppliers". Finally as explained by a major department store "I think Coty has more or less the same inputs as other big groups, they manage well know make up brands and also Fragrances, as other big suppliers do".

(243) Given the importance of brands in the competitive process, the Commission has sought to verify whether there are any must-carry brands in the fragrances markets (meaning brands that retailers have to keep on shelves otherwise they would lose a significant part of the turnover of the category) and whether Coty and the target Businesses own some of these brands, the combination of which would help create or strengthen a dominant position.

(244) Evidence from the market investigation indicates that there are indeed some brands which are considered by a majority of retailers as key because they are widely requested by consumers and shoppers. In that regard, a retailer explained that "There are many important brands, well known international brands, that mean a big amount of our sales, which are a must have for us". This is also confirmed by a Czech retailer "We have to have the bestsellers on stock. If we wouldn't have best-sellers our sales would be lower. Our turnover would be lower. We would have less orders".

176 See responses to Q1 - questionnaire to competitors, question 29, Q2 – questionnaire to retailers, questions 25.

(245) However, when asked about names of these must-have brands, retailers mention in general numerous brands, some of them belonging to the Parties but also to a number of competitors. For example, references were made to Calvin Klein (Coty) and Hugo Boss (the Target Businesses) in the prestige segments, as well as to Adidas (Coty), Playboy (Coty) and Bruno Banani (the Target Businesses) in the mass segments. Yet market players also noted that several third Parties brands such as Channel, Dior, and Armani in the prestige segments, as well as Puma (L'Oreal) and Str8 (Sarantis) in the mass segment should also be considered as must-have. One Czech retailers explained that "There will be more than 50 brands in each line".

(246) Therefore, the Commission considers that although brand names play a very important role in the competitive process and the merged entity will own several strong brands, some of them being considered as must-have, this is also the case for several of their major competitors and it does not appear that the merged entity will enjoy any particular advantage linked to brand strength or relevance for retailers.

Closeness of competition between the Parties' fragrances brands

(247) A majority of respondents to the market investigation have indicated that Coty's brands would not be closer substitutes to the Target Businesses' brands in terms of price, innovation, promotion or range of products if compared with other brands available on the market.

(248) In that respect, prestige brands are benchmarked against prestige, and mass against mass (as clearly shown in the Table with benchmarks). This implies that the competitive constraints for any prestige brand would essentially stem from other prestige brands. The same holds true for mass products.

(249) Looking at the prestige brands of Coty (and in particular the 5 largest prestige brands of Coty in terms of sales volume in, the EEA), from the results of the market investigation it appears that for Calvin Klein (Coty), Hugo Boss (Target Businesses) is the most often mentioned alternative followed closely by Paco Rabanne (Puig) and a number of other brands among which Diesel (L'Oreal), Lacoste (Target Businesses), Gucci (Target Businesses) and DKNY (Estée Lauder). The same substitution pattern can be observed for Davidoff and Joop (Coty). As regards Jil Sander Chloé (Coty), the market investigation has not revealed any clear alternative as respondents have mentioned many brands.

(250) The Target Businesses hold two major prestige brands in the EEA in terms of sales volume, namely Hugo Boss and Gucci. With respect to Hugo Boss (Target Businesses), Calvin Klein (Coty) appears to be the most relevant alternative but it is closely followed by Armani (L'Oreal). As regards Gucci (Target Businesses), Armani (L'Oréal) and Calvin Klein (Coty) appear to be the closest substitutes but again, many brands were mentioned.

181 See responses to Q2 - questionnaire to retailers, questions 26-4.

182 See responses to Q2 - questionnaire to retailers, questions 26-4.

(251) The picture is even more fragmented in the mass market in the light of the large number of brands available. [Confidential information redacted regarding the relative size of own brands in terms of sales]. As regards Adidas (Coty), Axe and Puma (respectively Unilever and L'Oreal) appear to be the most relevant alternatives. The same is true for Playboy (Coty), notably with respect to Axe.

(252) The Target Businesses' largest brands in mass products are Mexx and Bruno Banani. As regards Mexx, the market investigation has not revealed any clear alternative as respondents have mentioned many brands. Finally, the most relevant alternative as regards the Target Business brand Bruno Banani appears to be Playboy (Coty) but Axe (Unilever) and many other brands are also mentioned.

(253) These substitution patterns are also reflected to a meaningful extent in the Parties' internal documents, in particular switching studies that the Parties purchase for market information purposes and which provide insight into the Parties' own perception of the closeness of their various brands. These documents are relevant as they appear to be indicative of how pricing decisions are made by the Parties.

185 (254) The Parties have for instance provided Kantar switching studies indicating that the main competition for Coty’s [Confidential] brand appears to come from brands including [Confidential – various brands mentioned]. Additional studies demonstrate that [Confidential – third party competitor brand named] and the [Confidential – third party competitor brand named] brand show higher levels of switching to Coty’s [Confidential] than the brands held by the Target Businesses. Coty’s [Confidential] brand is shown to compete with a range of other brands, a consistent pattern of a high level of switching being observed vis-a-vis [Confidential – third party competitor brand named]. Regarding switching to the Target Businesses’ [Confidential] brand, consistently high levels of switching occur vis-a-vis [Confidential – third party competitor brand named].

(255) Therefore, taking into account all the evidence available to it, the Commission considers that Coty and the Target Businesses' products are not closer substitutes to each other, than with the products of their competitors. Likewise, the strength and relevance of their brands do not distinguish in the Commission's view Coty and the Target Businesses from other significant competitors.

5.2.3.3.2. Colour cosmetics

Relevance of brands

(256) The majority of respondents to the market investigation have indicated that brands play a very significant role as a driving force for competition in the colour cosmetics markets.

(257) Brand building appears to be a very relevant factor in mass colour cosmetics although price and access to shelves also matter. One major colour cosmetics player put forward that "For mass colour cosmetics, price is more of a key competitive factor whilst brand and innovation are stronger drivers of competitiveness". According to another colour cosmetics player "For the Mass CoCo industry in general, priorities are usually rather set in securing POS space and in building brand through advertising".

(258) These views are shared by colour cosmetics retailers. For instance, one customer explained that "Our clients associate quality with brands for most of colour cosmetics and they want to be able to choose from a large range of colours, interesting innovative products that have good prices". A retailer put forward that "The brand is one of the most important decision criterion in the buying behaviour of colour cosmetics". This was confirmed by a large retailer. "Brand is a very important factor in customer decision-making and the strength of advertising is important due to its reach to customers".

(259) Whilst respondents consider brands as one of the most relevant factor in the colour cosmetics business, the majority of respondents does not consider that Coty or the Target Businesses hold stronger positions than other players with respect to brand equity and awareness. Although the strong position of Coty in nail products was mentioned in the market investigation, respondents in general consider that the Parties have strong brands but that this is also the case of other players (notably L'Oreal). This holds also true for the Target Businesses. As explained by a large retail chain "We do not consider at present any of the Target Business colour cosmetic brands to be leading cosmetics brands within any country in the EEA in which we operate. The Target Business fragrance brands are desired, but amongst lots of choice".

(260) Given the importance of brands in the competitive process in colour cosmetics, the Commission has sought to verify whether there are any must-have brands in the colour cosmetics markets and whether Coty and the target Businesses own some of these brands, the combination of which would help create or strengthen a dominant position for the merged entity.

(261) Evidence from the market investigation indicates that there are indeed some brands which are considered by a vast majority of retailers as key because they are widely requested by consumers and shoppers. In that regard, a retailer explained that "We would need to list certain market-leading brands to satisfy our customers’ needs". This is also confirmed by another retailer "Clients expect to find the main colour cosmetics brands in our shops. There are clients that are devoted to specific brands and we don’t want to loose them".

(262) When asked about names of these must-have brands, retailers mention in general L'Oreal brands (notably L'Oreal and Maybelline) but also some of the Coty brands (in particular Rimmel) and Max Factor, the main target Businesses' colour cosmetics brand. Some references were also made to Cosnova's brands, essence and Catrice, though less often.

(263) Therefore, the Commission considers that although brand names play a very important role in the competitive process and the merged entity will own several strong brands, some of them being considered as must-have, this is also the case for at least one of its major rivals (L'Oreal) and it does not appear that the merged entity will enjoy any particular advantage linked to brand strength or must-carry status of the Parties' brands for retailers.

Closeness of competition between the Parties' colour cosmetics brands

(264) Respondents to the market investigation have not generally indicated that Coty's brands would be closer to the Target Businesses' brands in terms of price, innovation, promotion or range of products than other brands available on the market. Quite the contrary, it appears that competitors' (notably L'Oreal's) brands are even closer from one of the Parties' brands than brands belonging to the other Party.

(265) Looking at the colour cosmetics brands of Coty, it appears that for Rimmel, the largest brand carried by Coty in the EEA, the closest alternative is Maybelline (L'Oreal) followed by L'Oreal Paris (L'Oréal) and Max Factor (Target Businesses). As regards Bourjois (Coty), L'Oreal Paris appears to be the closest substitute followed by Max Factor (Target Businesses) and Maybelline (L'Oréal). The only Coty brand for which Max Factor (Target Businesses) seems to be a close substitute is Astor, although L'Oreal Paris and Maybelline have also been mentioned as close substitutes.

(266) As regards Max Factor, which is the main brand of the Target Businesses in colour cosmetics, most customers consider the closest alternative to be L'Oreal Paris followed by three Coty brands Astor, Rimmel and Bourjois and another competitor brand Revlon.

(267) Therefore, the Commission considers that although Coty and the Target Businesses' colour cosmetics products are close competitors, L'Oreal's colour cosmetics brands offerings appear to constitute the most relevant alternative to the main Parties' brands, Rimmel and Max Factor. Likewise, the strength and relevance of their brands do not distinguish in the Commission's view Coty and the Target Businesses from other significant competitors.

5.2.3.3.3. Conclusion

(268) Therefore, the Commission concludes that at company level Coty is not a closer competitor to the Target Businesses (and vice versa) than to other significant competitors.

(269) Moreover, the Parties’ brands do not compete more closely with each other than they do with third party brands. This conclusion applies in all countries covered by the market investigation, with some specificities that are discussed further below, in particular in the country-specific sections.

193 See responses to Q2 – questionnaire to retailers, question 26-4.

194 See responses to Q2 – questionnaire to retailers, question 28-1.

5.2.4. Consumer brand loyalty

5.2.4.1. Parties' views

(270) According to the Parties, the fragrances markets enjoy poor consumer brand loyalty. This feature of the market would be explained by the relatively long lifespan of a fragrance (reflected in an average purchase frequency of approximately two occasions per year), frequent new launches and the high percentage of sales for gifting other people (the Parties’ research indicates that around 50% of fragrances purchases are intended for gifts). The absence of consumer brand loyalty, boosted by changing trends and the variety of brands and lines available, entails that there is a constantly renewed pool of potential purchasers for whom suppliers with a smaller number of brands than the Parties could successfully compete.

(271) Colour cosmetics would also be affected by low levels of brand loyalty, with frequent switches said to occur especially in terms of mass colour cosmetics and within the same cluster of brands. Colour cosmetics consumers would buy on average 5-7 brands per year, and often try new products from both the mass and prestige segments.

5.2.4.2. Commission's assessment

(272) In the course of the Commission's market investigation, it appeared clearly that consumers’ brand loyalty varies between prestige and mass beauty product markets.

(273) First, in relation to fragrances, the majority of the respondents indicated that, in the prestige segment, brand loyalty is medium or high. In contrast, brand loyalty in the mass fragrances segment is considered low by a majority of the respondents to the market investigation.

(274) For instance, a competitor indicated: "In the case of prestige products, the degree of brand loyalty of the consumers is medium (as opposed to mass products where the degree of brand loyalty is low since the price is the key driver). This is probably due to all the innovation (launches) and the investments made in building up a brand and maintaining awareness of it. All these efforts by suppliers result in the consumer being "attached" to the same brand".

(275) Secondly, regarding colour cosmetics products, prestige colour cosmetics enjoy a medium level of brand loyalty whereas in the mass colour cosmetics segment, the majority of the respondents to the market investigation considered that the level of brand loyalty is low.

195 Form CO, paragraphs 506 et seq.

196 E.g. Form CO, paragraph 2001.

5.2.4.3. Conclusion

(276) In light of all evidence available to it, the Commission considers brand loyalty of consumers to be low for mass fragrances and mass colour cosmetics products whereas it considers brand loyalty in relation to prestige products to be medium or high. Switches between different brands are therefore more likely to occur for mass than for prestige products, allowing for easier entry of new competing mass brands than prestige brands.

5.2.5. Internet sales

5.2.5.1. Parties' views

(277) The Parties claim that online sales are a serious and increasing competitive constraint on the supply of colour cosmetic and fragrance products to stores, and an increasing trend. As online retailers have lower costs for service personnel and need not rent stores they can offer fragrances at cheaper prices than brick-and-mortar stores which has led to a strong downward pricing pressure on conventional retailers.

(278) The Parties also provide market penetration rates of internet sales across the EEA and several internal documents to indicate that these channels are growing and pose an increasing competitive constraint on the Parties. Countries with very large online percentages of sales are the Czech Republic and the United Kingdom [(40-50]% for fragrances and [20-30]% respectively).

5.2.5.2. Commission's assessment

(279) First, in relation to the fragrances markets, the results of the market investigation regarding the competitive constraint exerted by online sale -mainly of pure internet players- were not fully conclusive. Whereas the majority of the competitors who responded to the market investigation consider that online sales compete only to a limited extent or do not compete with the fragrances products of the Parties, a number of customers of the Parties and distributors indicated that online sales compete significantly with the Parties' fragrances. It appeared nonetheless from the market investigation that the importance of online sales is increasing over time and expected to follow this trend in the coming years.

(280) It was also put forward by several respondents to the market investigation that online sales are probably more relevant for repeated purchases, but end consumers prefer to try new fragrances in the shops. A customer responding to the market investigation indicated in that regard that "in particular, for established brands where consumers are already familiar with the fragrance and are just replenishing, online is a significant competitor as the differentiator becomes price".

(281) Secondly, with regard to internet sales of colour cosmetics products, the majority of the respondents to the market investigation indicated that they compete only to a limited extent with the products of the Parties.

(282) Internet sales appear mainly as an extension of the physical distribution systems (through the websites of distributors and manufacturers). In this sense, a competitor put forward that "online shops mostly offer the same brands that can be found offline. Successful brands that were initially launched only in online channels tend to expand quickly to an offline distribution. Accordingly, the online channel is not a competitor from the brand point of view, but it is rather a different way of reaching the same consumer with the same brand. Whether the consumer buys the brand online or offline depends on many factors, such as convenience, need to test first, pricing, etc."

5.2.5.3. Conclusion

(283) Although the competitive constraints exerted by pure online players appear to be somewhat limited, their importance is expected to increase in the coming years. The competitive position of such players would nonetheless be relevant in a number of countries with high penetration of internet sales and will be taken into account in the competitive assessment of the country sections below, such as for the Czech Republic or for Slovakia.

5.2.6. Constraint exercised by direct selling companies

5.2.6.1. Parties' views

(284) The Parties consider that producers of fragrances and colour cosmetics products active in direct selling, such as Avon, Oriflame or Yves Rocher, exert significant competitive pressure.

(285) The Parties are of the view that direct sellers are relevant competitors since they sell the same type of fragrances and colour cosmetics products to the same end customers, and thus compete for the same consumer spend. The only distinction between direct sellers and the Parties activities would lie in the use of a different distribution channel: instead of distributing via third party retailers, direct sellers sell directly to consumers, either through their own stores, or through an online shopping site, mail order or door-to-door selling.

(286) Furthermore, the Parties put forward that the increasing importance of online sales by traditionally indirect resellers further blurs the direct selling sales channel distinction.

(287) Then, in relation to fragrances, the Parties point out that the mass market is characterised by competitive pressure exerted by direct selling brands such as Avon or Mary Kay.

(288) With regard to colour cosmetics products, the Parties consider direct sellers as strong competitors, and claim in particular that [Confidential – third party competitor brand named], given its important competitive force in mass colour cosmetics.

(289) Finally, the Parties highlight that the relevance of direct sales would vary from country to country, being particularly strong in Central Eastern European countries (Czech Republic, Slovakia, Hungary, Poland) due to historical reasons, and is said to be also important in the United Kingdom, Ireland, and Spain.

5.2.6.2. Commission's assessment

(290) The Commission's investigation in this regard aimed at assessing the extent to which direct sales of colour cosmetics and fragrances products exert competitive pressure on the Parties.

(291) In the course of the market investigation, a majority of the respondents indicated that direct selling brands compete only to a limited extent or do not compete with the fragrances and colour cosmetics products of the Parties. For instance, a competitor indicated that "direct selling brands of all sorts (including door-to-door and branded retail) do not compete with the Parties' products because: (i) they form specific distribution channels, different from the distribution channels used by the Parties and (ii) they are very different in terms of price level, depth of assortment (mono-brand vs multi-brand) and level of service/advice to consumers".

(292) The market features appear to be particular in a number of countries where direct sellers enjoy important competitive positions, generally explained by historical reasons. In the words of a competitor: "The main historical reason for being of direct sale brands is the lack of accessible and cost-efficient modern distribution in certain regions of certain countries, so they compete in a substitution sense (i.e., they cease to exist or lose in importance when modern retailers open shop and develop in that region), but not in a consumer sense (i.e., both brands are not available to the same consumer at the same time)".

(293) In this regard it is noted that several respondents to the market investigation pointed to the popularity of direct sellers' brands for fragrances and colour cosmetics products in a number of Member States in Eastern and Central Europe (e.g. Czech Republic, Slovakia, Poland, and Hungary). Direct sellers, most notably Avon, Mary Kay or Oriflame, are essentially active in the mass market for fragrances and colour cosmetics.

5.2.6.3. Conclusion

(294) Whereas direct sellers brands do not appear to be a strong competitive constraint at EEA level, there are a number of countries where they compete effectively with the Parties. This issue will be addressed individually in the competitive assessment of the countries concerned, together with the information on market shares of the relevant direct sales operators.

5.2.7. Grey market

(295) Although the Parties distribute their beauty products through an array of different channels, a large part of these markets is characterised by the prevalence of selective distribution arrangements. Generally, all prestige fragrance and prestige colour cosmetics brands are intended to be sold through selective distribution. A certain portion of prestige products appears to be distributed through mass channels without the relevant authorisation of the product manufacturers (through the so-called "grey channel").

5.2.7.1. Parties' views

(296) The Parties claim that although generally prestige beauty brands are intended to be sold exclusively through selective distribution channels, a relevant portion of prestige products is distributed through grey channels, being sold outside of selective distribution outlets without the authorisation of the manufacturers.

(297) While every geographic market in the EEA may be affected to some extent by grey market sales, the size of the total grey market in each country appears difficult to determine. According to the Parties, unauthorised sales through the grey channel reach up to [Confidential percentage of sales]% of the overall sales with different percentages applicable depending on the Member State concerned. The level of grey market sales is said to be particularly high [Confidential – geographic description].

(298) Furthermore, it is estimated that online sales account for approximately [Confidential percentage of sales] of the grey market sales. Although no specific data on the share of grey market sales online was presented, the Parties estimate that the ratio of these unauthorised sales over total sales is higher with respect to online sales, than it is with brick and mortar sales.

(299) The Parties argue that this significant proportion of sales through grey channels leads to two pricing effects affecting in particular prestige fragrance brands.

(a) On the one hand, traditional selective outlets would put pressure on the Parties’ own pricing on the prestige products that others can source via the grey market and resell at considerably cheaper prices. In particular, the Parties mention discounts of [Confidential percentage of sales]% on fragrances sold in the unauthorised online channel as compared to prestige channel sales. Retailers would therefore be keen to lower the retail prices – and demand corresponding reductions in manufacturer prices – of the prestige products to remain competitive compared to the grey market products.

(b) On the other hand, mass retailers that also source prestige products via the grey market can put the Parties under pressure in terms of available space and advertising opportunities.

(300) According to the Parties, the sale of prestige fragrances through unauthorised outlets is a phenomenon which concerns all players active in the segment and is not specific to the Parties.

5.2.7.2. Commission's assessment

(301) A majority of respondents to the market investigation indicate that unauthorized retail channels compete to a significant extent with the products of the Parties.

(302) Furthermore, no cogent elements indicating that the Transaction would have an effect in changing the competitive pressure exerted by sales in the grey channel were raised in the course of the market investigation.

5.2.7.3. Conclusion

(303) Whereas a certain effect in the pricing of prestige fragrances might be caused by grey channel sales, the Commission concurs with the Parties' views that the sale of prestige fragrances in unauthorised outlets is a phenomenon which concerns all players active in the fragrance prestige segment and is not specific to them.

5.2.8. Barriers to entry or expansion – innovation

5.2.8.1. Parties' views

(304) The Parties put forward that in addition to the competition exerted by the proliferation of existing competitors marketing well-known brands, the fragrances and colour cosmetics markets face low barriers to entry, leading to the likelihood of new entry and also expansion of existing market positions.

5.2.8.1.1. Fragrances

(305) The Parties claim that there are no material barriers to entry or expansion in the fragrances market. This is the case with regard to the overall fragrances market and would also hold true for prestige and mass fragrances separately. In particular, the Parties consider that (i) necessary inputs are easily accessible, and there are no regulatory barriers or any particular patent protection schemes; (ii) brands can easily be licensed and the limited duration of licence agreements further facilitate entry; (iii) entry is possible through vertical integration; and (iv) even small or new competitors can easily gain shares on a brand level by acquiring a licence.

(306) There are several examples of recent market entry and expansion across the EEA, including Eden Parfums in the UK and Ireland, Angelini (which acquired the licence for Laura Biagiotti), SA.G Distribution Group (which launched Helene Fischer in Germany), or Parlux (which belongs to Perfumania Holding and launched Jay-Z Gold).

(307) The Parties also argue that the high frequency of innovations acts as an effective competitive constraint on the Parties as they constantly have to adapt to changing trends and consumer preferences. In particular, the Parties submit that: (i) if they were to deteriorate their offer or to reduce their efforts in innovation and line launches, they would expect to lose sales not only to existing lines, but also to new lines launched by rivals aiming to exploit a business opportunity; (ii) the launch of new brands or new lines of established brands is key to winning shelf space and customer attention; (iii) there is fierce competition among all fragrances suppliers for special placements of their launches at the retailers during popular time slots for product launches; and (iv) innovation is an equally important business driver for mass fragrances as is the case at the prestige end of the spectrum.

(308) The Parties submit that fragrance markets are therefore characterised by a high number of new launches every year, essentially consisting of launches of new lines or spin-off variants of existing brands, by both large and small manufacturers. In this context, the Parties provide data on launches (both completely new lines and new flankers) for several countries; while the number of launches varies across countries, this data would show that there is a high and sustained level of launching activity in all countries over the years in which data is available.

5.2.8.1.2. Colour cosmetics

(309) The Parties argue that the markets for colour cosmetics face low barriers to entry, leading to the likelihood of new entry and also expansion of existing market positions. Examples provided by the Parties include Cosnova (launched in 2002 with two brands, "essence" and "Catrice"), Kiko Milano (launched in 1997 and distributing exclusively through its own boutiques and online sales), retailer launches of their own branded products (No7 and No 17 by Boots, Deliplus by Mercadona, and own brands of Sephora, Douglas, dm and Marionnaud), and the possibility to launch a brand online before going to brick-and-mortar shops (NYX Cosmetics, acquired in 2014 by L’Oréal).

(310) Novelty is also an important factor in the marketing of colour cosmetics. Many marketing campaigns focus on launches of new products. Even established brands need to constantly replace old products with new launches to retain customer attention. As for fragrances, the Parties provide data on launches for several countries to support the argument that there is a high and sustained level of launching activity in all countries over the years in which data is available.

5.2.8.2. Commission's assessment

(311) The Commission first considers that the fragrances market is characterised by a high degree of innovation and frequent product launches, which are a key driver of competition in the fragrances market. Each year there is a very large number of line launches coming from a wide variety of suppliers. Without these launches, many brands would observe a decline in their shares as previous lines become less trendy or popular with time.

(312) Figure 1 below shows the shares of the various fragrances market segments attributable to lines launched since January 2012 in the German market. The proportion as at June 2015 ranges from over 30% (male prestige) to almost 50% across (female mass), illustrating that launches are a major part of market dynamics across all segments of the market.

Figure 1: Proportion of sales accounted for by launches in Germany

(313) Novelty also is an important factor in the marketing of colour cosmetics. Many marketing campaigns focus on launches of new products. Even established brands need to constantly replace old products with new launches to retain customer attention. The proportion of sales of new colour cosmetics products in the UK between October 2012 and June 2015 is shown in Figure 2 below.

Figure 2: Proportion of sales accounted for by launches in the UK

(314) Beyond the examples provided above, new launches and innovations appear significant in sales values or volumes across all affected countries, even if figures may differ on a country/country basis.

(315) A majority of respondents to the market investigation indicated that in general, to launch a new fragrance or colour cosmetic product would only be moderately difficult, with less effort required to launch variants of existing products (so-called "flankers") than a totally new product. In particular, some competitors highlight the investments required by the needed marketing effort, especially with respect to a new product, in the light of higher development time, higher investment to launch, higher risk and more difficult negotiation to conquer shelf space. In colour cosmetics specifically, although launching new SKUs in the space allocated by the retailer to the brand is an ongoing business, launching an SKU successfully depends on the ability to innovate and foresee fashion trends.

(316) Conversely, other competitors put forward that entering a new geographic market within the EEA would be quite easy provided the right partner and distribution network can be found. Moreover, on aggregate, a majority of respondents to the market investigation claim that retailers are willing to give new concepts and brands test slots in a limited number of outlets before commercialising new products (both fragrances and colour cosmetics); such testing may also be conducted online. In addition, a majority of respondents confirmed that new opportunities are offered by the digital space which would facilitate entry or expansion in the relevant markets.

(317) Finally, the market investigation revealed for both fragrances and colour cosmetics that a number of entry or expansion projects would take place in the EEA in the coming 2–3 years by competitors and retailers. Moreover, retailers and most competitors, which indicated that they have plans to launch new products or enter new markets in the coming 2–3 years, also said that their plans would not change because of the Transaction.

5.2.8.3. Conclusion

(318) Considering all evidence available to it, the Commission notes that a number of fragrance and colour cosmetics launches occurred in the EEA over the past years. This indicates that it is feasible to overcome the potential barriers to entry and expansion. Moreover, the level of innovation ensures that the fragrances and colour cosmetics markets remain dynamic.

(319) Likely and timely entry or expansion by competitors would continue to act as a significant competitive constraint on the merged entity post-Transaction in the fragrance and colour cosmetics markets in the EEA countries.

5.3. The fragrances markets

5.3.1. Introduction and affected markets

(320) The total retail sales values generated with fragrances in 2014 within the EEA amounted to EUR 10 billion, of which around EUR 7 billion related to prestige fragrances and EUR 3 billion to mass fragrances.

(321) The fragrances market has generally experienced limited but steady growth in the last few years with sales decreases in Southern and Eastern European countries counterbalanced by sales increases in Nordic and Western European countries. The Parties expect this situation to continue in the foreseeable future. In particular, the mass segment has experienced a higher growth rate than the average fragrance growth rate while the prestige segment has shown a slight decline in some of the affected markets.

(322) Taking into account the methodology and adjustments described in Section 5.1, Table 5 below provides an overview of the Parties' individual and combined shares in retail sales in the EEA and in each affected market according to Euromonitor data on an all fragrances market basis.

Table 5: Affected markets in All Fragrances market (2014)

Country/ Country cluster Coty share

Target Businesses share

Combined share

Austria

[10-20]%

[10-20]%

[30-40]%

Cyprus

[20-30]%

[5-10]%

[30-40]%

Czech Republic/Slovakia [20-30]%

[10-20]%

[30-40]%

Czech Republic

[10-20]%

[10-20]%

[30-40]%

Slovakia

[20-30]%

[5-10]%

[30-40]%

Estonia

[5-10]%

[10-20]%

[20-30]%

Finland

[10-20]%

[5-10]%

[20-30]%

Germany

[10-20]%

[5-10]%

[20-30]%

Hungary

[10-20]%

[5-10]%

[20-30]%

Malta

[20-30]%

[5-10]%

[30-40]%

The Netherlands

[10-20]%

[5-10]%

[20-30]%

Poland

[20-30]%

[0-5]%

[20-30]%

Slovenia

[10-20]%

[10-20]%

[20-30]%

Scandinavia (Denmark, Norway, Sweden)

[10-20]%

[10-20]%

[20-30]%

Denmark

[10-20]%

[10-20]%

[20-30]%

Norway

[10-20]%

[10-20]%

[20-30]%

Sweden

[10-20]%

[10-20]%

[20-30]%

UK/Ireland

[10-20]%

[5-10]%

[20-30]%

Ireland

[20-30]%

[5-10]%

[20-30]%

UK

[10-20]%

[5-10]%

[20-30]%

EEA

[10-20]%

[5-10]%

[20-30]%

Source: Frontier Economics using Euromonitor data.

(323) Further affected markets arise when considering various market segmentations (between mass/prestige and male/female fragrances). Shares for the relevant affected markets (including under all segmentations in each national market), as well as details on the competitive assessment, are provided in each country section below.

5.3.2. EEA-wide assessment

5.3.2.1.1. Parties' activities

(324) Coty’s fragrances brands offered for sale in the EEA are the following: !Ex'Cla.Ma'Tion, Adidas, Adrenaline, Balenciaga, Beckham, Beyoncé, Bottega Veneta, Bourjois, Calvin Klein, Céline Dion, Cerruti, Chanson, Chloé, Chopard, Crossmen, Davidoff, Enrique Iglesias, Esprit, Guess, Halle Berry, Jacq'S, Jennifer Lopez, Jil Sander, Joop!, Jovan, Katy Perry, Lady Gaga, Lancaster, Love2Love, Marc Jacobs, Miss Sporty, Miu Miu, Nautica, Nikos, Philosophy, Playboy, Prêt-à-Porter, Roberto Cavalli, Tonino Lamborghini, Varon Dandy, Vera Wang, Vespa, and Vivienne Westwood. As described in Section 5.1.2, certain brands are due to be discontinued [Business secrets redacted] or have already been discontinued in the entire EEA or worldwide.

(325) The Target Businesses’ fragrances brands offered for sale in the EEA are the following: Alexander McQueen, Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond, Lacoste, Mexx, Stella McCartney.

5.3.2.1.2. Commission's assessment

(326) On an EEA-wide basis, the fragrances and mass fragrances markets are affected, with limited combined market shares of respectively [20-30]%, and [20-30]%. The prestige fragrances market is not affected, with a combined share of [10-20]%. As described in Table 6 below, the male fragrances, mass male, mass female, and the prestige male markets are also affected:

(327) The market shares of the merged entity would remain limited, and not higher than [20-30]%, on all the above markets.

(328) In addition, the increment brought upon by the Transaction in mass, mass male, and mass female fragrances would be limited, so that so that there would be no material Transaction-specific effect in these markets.

(329) Moreover, significant competitors would remain, including L'Oréal, LVMH and Chanel (having e.g. market shares in the overall fragrances market of respectively [10-20]%, [10-20]% and [5-10]%). In the prestige male fragrances market, where the Parties' combined market share is highest, L'Oréal, LVMH and Chanel market shares would still be material, at respectively [10-20]%, [10-20]% and [5-10]%, with Puig also reaching [10-20]% in this market. All competitor market shares do not vary significantly from one market segment to another (i.e. between all, mass and prestige and male or female).

(330) While some respondents alleged that through the Transaction Coty would increase its market power across the EEA, the majority of respondents to the Commission's market investigation raised no material concern on the effects of the Transaction about fragrances at EEA level.

(331) Overall the Commission considers that given the low combined market shares of the Parties and the presence of significant competitors, the Transaction is unlikely to lead to any significant competition concerns in the fragrances market on the EEA-level.

5.3.2.1.3. Conclusion

(332) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in the EEA, under any plausible product market definition.

5.3.3. Country/Cluster assessment

5.3.3.1. Austria

5.3.3.1.1. Parties' activities

(333) Coty supplies fragrances under the following brands: adidas, Beckham, Beyoncé, Bottega Veneta, Calvin Klein, Cerruti, Chloé, Davidoff, Enrique Iglesias,

(334) The Target Businesses’ fragrance brands include: Bruno Banani, Escada, Gabriela Sabatini, Hugo Boss, James Bond, Lacoste and Mexx. The Target Businesses operate via two distributors in the region belonging to the [Business secret – name of distributors].

5.3.3.1.2. Commission's assessment

(335) In Austria, the fragrances, prestige fragrances, and mass fragrances markets are all affected. As described in Table 7 below, a further split of the fragrances market and the prestige fragrances and mass fragrances markets into male and female markets would result in further affected markets:

Table 7: Austria – fragrances (2014)

Coty's share

Target's share

Combined share

Fragrances

All All All Male Mass All Mass Male Mass Female Prestige All Prestige Male Prestige Female

[10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [5-10]% [20-30]% [20-30]% [20-30]%

[10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]%

[30-40]% [30-40]% [30-40]% [20-30]% [20-30]% [20-30]% [30-40]% [30-40]% [30-40]%

(336) Therefore, the market shares of the merged entity would remain moderate, reaching at most [30-40]%, on all the above markets.

(337) Moreover, significant competitors would remain, including L'Oréal and LVMH (having e.g. market shares in the overall fragrances market of respectively [10-20]% and [5-10]% and in the prestige fragrances market of respectively [10-20]% and [10-20]%). In the prestige male fragrances market, where the Parties' combined market share is highest, L'Oréal and LVMH's market shares would stand at a level of respectively [10-20]% and [10-20]%. Market shares would be largely similar for the Parties and their competitors in the other affected markets, such as all female and all male fragrances as well as all and female prestige fragrances.

(338) While a small number of respondents to the market investigation mentioned that the merged entity would become very strong in mass fragrances in particular because of the Parties' combined market shares; the majorities among competitors and customers were of the opinion that there would still be sufficient competition post-Transaction to prevent the Parties from raising prices.

(339) Overall, given the moderate market shares of the Parties, the presence of significant competitors and the fact that a majority of respondents to the market investigation expect sufficiently strong competition to prevent the merged entity from raising prices, the Commission considers that the Transaction is unlikely to lead to any significant competition concerns in the Austrian fragrance market.

5.3.3.1.3. Conclusion

(340) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Austria, under any plausible segmentation.

5.3.3.2. Country cluster the Baltics – Estonia, Latvia and Lithuania

5.3.3.2.1. Parties' activities

(341) In the Baltics, Coty supplies fragrances under the following brands: Balenciaga, Beckham, Beyoncé, Calvin Klein, Cerruti, Chloé, Davidoff, Enrique Iglesias, Guess, Joop!, Katy Perry, Marc Jacobs, Miu Miu and Roberto Cavalli. Coty distributes its fragrances in the Baltics via two distributors: Fragrances International (for prestige fragrances) and Kruzas NPD (for mass fragrances).

(342) The Target Businesses’ supply fragrances under the following brands: Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond, Lacoste and Mexx. The Target Businesses operate via two distributors in the region belonging to the [Business secret – name of distributors].

5.3.3.2.2. Commission's assessment

(343) At country level, the following markets are affected:

5.3.3.2.2.1. Estonia

(344) The fragrances market, prestige fragrances segment and mass fragrances segment are all affected. As described in Table 8 below, a further split of the fragrances market and the prestige fragrances and mass fragrances markets into male and female markets would result in further affected markets:

Table 8: Estonia – fragrances (2014)

Target's share Combined share

Coty's share

Fragrances

All All All Male Mass All Mass Male Mass Female Prestige All Prestige Male Prestige Female

[5-10]% [10-20]% [5-10]% [10-20]% [20-30]% [5-10]% [5-10]% [5-10]%

[10-20]% [20-30]% [10-20]% [0-5]% [0-5]% [20-30]% [20-30]% [10-20]%

[20-30]% [30-40]% [20-30]% [20-30]% [20-30]% [20-30]% [30-40]% [20-30]%

Kruzas recently acquired Renalko (one of Coty’s previous distributors in the region). Kruzas is thus now responsible for all mass fragrance distribution in the Baltics.

At country level, Lithuania would not have any affected market. See Form CO, paragraph 895.

345Therefore, market shares would remain moderate, and not higher than [30-40]%, on all the above markets.

346In addition, the increment brought about by the Transaction is very limited (below [0-5]%) in the mass and mass male fragrances markets, so that so that there would be no material Transaction-specific effect in these markets.

347Moreover, significant competitors would remain in all affected markets. In particular, in the all male fragrances market, L'Oréal and LVMH market shares would stand at a level of respectively [10-20]% and [10-20]%. In prestige male fragrances where the Parties’ market shares would be highest, the merged entity would continue to face significant competitors like LVMH with [10-20]% and L’Oreal with [10-20]%. In the other affected markets in Estonia competitor market shares would be similarly strong and the Parties’ position generally somewhat weaker.

348Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Estonia.

349Given in particular the overall moderate market shares of the Parties and the presence of significant competitors, the Transaction is unlikely to lead to any significant competition concerns in the Estonian fragrances markets.

5.3.3.2.2. Latvia

Only the prestige fragrances and the male prestige fragrances markets are affected:

Table 9: Latvia – fragrances (2014)

Coty's share

Target's share

Combined share

Fragrances

Prestige All Prestige Male

[5-10]% [5-10]%

[10-20]% [10-20]%

[20-30]% [20-30]%

351The Parties' combined market shares in these segments would be low at respectively [20-30]% and [20-30]%.

352Moreover, other strong competitors would remain. In particular, in the prestige male fragrances market, L'Oréal and Puig market shares would stand at a level of respectively [10-20]% and [5-10]%.

353Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Latvia.

354Given in particular the overall low market shares of the Parties and the presence of significant competitors, the Transaction is unlikely to lead to any significant competition concerns in the Latvian fragrances markets.

246Replies to Q1 - questionnaire to competitors, question 61.1, Q2 – questionnaire to customers, question 52.1; and Q5 - questionnaire to distributors, question 52.1.

247Replies to Q1 - questionnaire to competitors, question 61.1, Q2 – questionnaire to customers, question 52.1; and Q5 - questionnaire to distributors, question 52.1.

5.3.3.2.3. Conclusion

355In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Estonia, Latvia and Lithuania, neither separately nor viewed together as a possible country cluster, under any plausible segmentation.

5.3.3.3. Belgium

5.3.3.3.1. Parties' activities

In Belgium, Coty supplies fragrances under the following brands: adidas, Balenciaga, Beyoncé, Bottega Veneta, Calvin Klein, Cerruti, Chloé, Chopard, David Beckham, Davidoff, Guess, Jennifer Lopez, Jil Sander, Joop!, Katy Perry, Lancaster, Marc Jacobs, Miu Miu, Playboy, Roberto Cavalli, and Vera Wang.

The Target Businesses supply fragrances under the brands Bruno Banani, Escada, Gabriela Sabatini, James Bond, Gucci, Hugo Boss, Lacoste and Mexx.

5.3.3.3.2. Commission's assessment

358In Belgium, only the mass, the mass male and the mass female fragrances markets are affected, with combined market shares of respectively [30-40]%, [40-50]% and [20-30]%.

359However, these markets are only technically affected when considering the Target Businesses actual sales data, which shows that the Target Businesses have some very limited presence in Belgium in these markets. Indeed, the Euromonitor data only provides the abovementioned market shares for Coty and reports [0-5]% shares for the Target Businesses. The increment brought about by the Transaction is therefore in any event very limited, so that so that there would be no material Transaction-specific effect in these markets.

360Moreover, significant competitors would remain, including L’Oréal and Unilever (having market shares in mass fragrances of respectively [20-30]% and [10-20]%, while in mass female fragrances L'Oréal has a share of [20-30]% with Yves Rocher being another major competitor at [20-30]%). In the mass male fragrance market, where Coty's market share is highest, L’Oréal and Unilever market shares would be respectively [20-30]% and [10-20]%

361Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Belgium.

362Overall, the Transaction brings about a limited increment; significant competitors are present in the Belgian fragrance market; no material competition concerns were raised with regard to Belgium in the market investigation. Therefore, the Commission considers that the Transaction is unlikely to lead to any significant competition concern in the Belgian fragrances market.

363In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Belgium, under any plausible segmentation.

5.3.3.4. Croatia

5.3.3.4.1. Parties' activities

The fragrance brands of the Parties in Croatia are the following:

Coty: Balenciaga, Beckham, Beyoncé, Calvin Klein, Cerruti, Chloé, Chopard, Davidoff, Guess, Jennifer Lopez, Jil Sander, Joop!, Kate Perry, Marc Jacobs, Miu Miu, and Roberto Cavalli. Coty distributes its prestige and mass fragrances via the distributor [Business secret – name of distributor].

Target Businesses: Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond, Lacoste, and Mexx. P&G distributes its fragrances via the distributor [Business secret – name of distributor].

5.3.3.4.2. Commission's assessment

In Croatia, the prestige fragrances market as well as the male and the prestige male fragrances markets are affected, with combined market shares of respectively [20-30]%, [20-30]% and [30-40]% as described in Table 10 below:

Table 10: Croatia – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All Male Prestige All Prestige Male

[10-20]% [5-10]% [5-10]%

[10-20]% [10-20]% [30-40]%

[20-30]% [20-30]% [30-40]%

366The Parties' combined market shares would remain moderate, at most 39% or significantly lower, on all the above markets.

367Post-Transaction, in each of the affected markets, the merged entity will continue to face strong competition from a number of major international fragrances houses. In particular, in the prestige male fragrances market, where the Parties' combined market share is the highest, Puig and LVMH’s market shares would remain significant, at respectively [10-20]% and [10-20]%. Similarly, in the overall male fragrances market, LVMH ([5-10]%) and Puig ([5-10]%) are also strong competitors.

368While a few respondents argued that the Parties would have significant market shares in the fragrances market and in the prestige male fragrances market in particular, the majorities among all groups of respondents expressing an opinion said that the merged entity would face sufficient competitive pressure post-Transaction to keep it from raising prices.

369Overall, the combined market shares of the Parties are moderate; significant competitors are present in the Croatian market; and a majority of the respondents to the market investigation stated that there would be sufficient competition to prevent the merged entity from raising prices. Therefore, the Commission considers that the Transaction is unlikely to lead to any significant competition concern in the Croatian fragrances market.

370In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Croatia, under any plausible segmentation.

5.3.3.5. Cyprus

5.3.3.5.1. Parties' activities

In Cyprus, Coty supplies fragrances under the following brands: adidas, Calvin Klein, Cerruti, Chloé, Chopard, Davidoff, Guess, Joop!, J.Lo, Lancaster, Love2Love, Marc Jacobs, MiuMiu, Nikos, Playboy, Roberto Cavalli and Vespa.

The Target Businesses are active with their brands Escada, Gucci, Hugo Boss, James Bond and Lacoste.

The Parties are not active in this market directly but use distributors to serve them.

5.3.3.5.2. Commission's assessment

In Cyprus, the overall fragrances market as well as both the male and female fragrances markets are affected, with combined market shares of respectively [30-40]%, [30-40]% and [30-40]% as described in Table 11 below:

Table 11: Cyprus – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

[20-30]% [20-30]% [20-30]%

[5-10]%

[30-40]% [30-40]% [30-40]%

All All All Male All Female

[5-10]% [5-10]%

375Therefore, the market shares of the merged entity would remain moderate, reaching at most [30-40]% on all of the affected markets.

376The Parties note that there is no distinction between a mass and a prestige distribution channel in Cyprus. The concept of drugstores which are the main channel for mass fragrances in most other European countries does not exist as such in Cyprus. Furthermore, there are extremely limited sales of mass fragrances in supermarkets. Supermarkets tend to focus on body sprays and deodorants with mass fragrances merely being an ancillary offering. Therefore, brands which are considered to be mass brands in other countries are also sold at perfumeries in Cyprus.

250For Cyprus, there is no data available from Euromonitor or Scanner data. The Parties estimate the total market size to amount to below EUR [Confidential – market size] million in retailer sales.

Table 11: Cyprus – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

[20-30]% [20-30]% [20-30]%

[5-10]%

[30-40]% [30-40]% [30-40]%

The market investigation did not provide conclusive evidence as to the Parties' claim that there would not be a distinction between mass and prestige fragrances in Cyprus. However, given that the Target Businesses would only have a very limited presence in mass fragrances in Cyprus through its James Bond brand, the Transaction would not have any material impact on the mass market in any event. For this reason, it is not necessary to reach a conclusion on whether the Cypriot fragrances market should be split between mass and prestige products. Furthermore, the assessment of the Transaction can be based on overall market shares encompassing both mass and prestige products as the impact on mass fragrances would likely be insignificant and the main impact would concern prestige fragrances.

Overall, strong competitors, including LVMH, L'Oréal and Chanel, would remain in the affected markets (having e.g. market shares in the all fragrances market of respectively [10-20]%, [10-20]% and [10-20]%, and in the female fragrances market of [10-20]%, [10-20]% and [10-20]%). In the male fragrances market, where the Parties' combined market share is highest, LVMH, L'Oréal and Chanel market shares would also be significant, at respectively [10-20]%, [10-20]% and [10-20]%. In general, all of these competitors are competing strongly with the Parties in the prestige market.

Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Cyprus.

Overall the Commission considers that, in particular in light of the moderate combined market shares and the presence of significant competitors, the Transaction is unlikely to lead to any significant competition concerns in the Cypriot fragrances markets.

5.3.3.5.3. Conclusion

381In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Cyprus, under any plausible segmentation.

5.3.3.6. Country cluster - Czech Republic and Slovakia

5.3.3.6.1. Parties' activities

The fragrance brands of the Parties in the Czech Republic and Slovakia are the following:

Coty: adidas, Balenciaga, Beyoncé, Bottega Veneta, Calvin Klein, Cerruti, Chloé, Chopard, David Beckham, Davidoff, Enrique Iglesias, Esprit, exclamation!, Guess, Jil Sander, Joop!, Katy Perry, Lady Gaga, Marc Jacobs, Miss Sporty, Nautica, Nikos, Playboy, Prêt-a-Porter, Roberto Cavalli, Tonino Lamborghini, and Vespa.

Target Businesses: Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond, Lacoste, and Mexx.

5.3.3.6.2. Commission's assessment

At the country level, the following markets are affected:

5.3.3.6.2.1. Czech Republic

Market shares

The Parties' market shares in the affected fragrance markets in the Czech Republic amount to the following figures in 2014:

Table 12: Czech Republic – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male All Female Mass All Mass Female Prestige All Prestige Male Prestige Female

[10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [20-30]% [20-30]% [20-30]%

[10-20]% [5-10]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]%

[30-40]% [20-30]% [30-40]% [20-30]% [30-40]% [30-40]% [30-40]% [30-40]%

385Therefore, in the overall fragrances market in Czech Republic, the merged entity will have a moderate combined share of [30-40]% post-Transaction.

In each of the plausible markets, the merged entity will continue to face strong competition from a number of major international fragrances houses. These are:

(a) All fragrances: Avon ([10-20]%), Oriflame ([5-10]%) and L'Oréal ([5-10%]);

– Male fragrances: Avon ([10-20]%) and Oriflame ([5-10]%);

– Female fragrances: Avon ([10-20]%), Oriflame ([5-10]%) and L'Oréal ([5-10]%).

(b) Prestige fragrances: L'Oréal ([10-20]%), Elizabeth Arden ([10-20]%) and Chanel ([10-20]%);

– Prestige male: L'Oréal ([10-20]%) and Elizabeth Arden ([10-20]%);

– Prestige female: Chanel ([10-20]%), Elisabeth Arden ([10-20]%) and L'Oréal ([10-20]%)

(c) Mass fragrances: Avon ([20-30]%) and Oriflame ([5-10]%);

– Mass male: Avon ([20-30]%) and Oriflame ([10-20]%);

– Mass female: Avon ([20-30]%), Oriflame ([5-10]%) and Yves Rocher ([5-10]%).

Closeness of competition (brand analysis)

The Parties' largest prestige fragrance brands in the Czech Republic are Calvin Klein, Davidoff, and Joop! (Coty); and Hugo Boss and Gucci (Target Businesses). Their largest mass fragrance brands are Adidas and Prêt-à-Porter, and Mexx and Gabriela Sabatini respectively.

With respect to prestige brands, brand level nominal price data for Czech Republic submitted by the Parties shows that the Parties' prestige brands are not the closest to each other on the pricing spectrum, and where brands are closely positioned, there are other brands from competitors that attain equivalent market shares in Czech Republic and are priced at around the same level.

Chart 1: Czech Republic - Mass fragrances price ladder (2014)

Source: Frontier Economics using Nielsen data. Source: Frontier economics using Nielsen data

As for the mass fragrances price ladder, Coty's major brands Adidas and Playboy are priced in a range at the lower to medium end of the price spectrum whereas the Target businesses' brands such as Gabriela Sabatini and Mexx are positioned at the upper pricing spectrum of the mass market. A number of Coty's brands (Beyoncé and Celine Dion) are also placed at that level of the ladder, but are rather small brands. Finally, Beckham (Coty) and Bruno Banani have rather similar prices but they have a different proposition: Beckham is a sports brand targeted at young male, Bruno Banani (Target Businesses) is a fashion brand more popular among women.

Within the medium part of the price ladder the Parties brand face competition from the product ranges of the main competitors (for instance Sarantis or Unilever, but also L'Oréal's brand Puma). The same is valid for the upper end of the price ladder, with competing brands from e.g. Elisabeth Arden, Inter Parfums and Designer Parfums.

It follows from the above that at the different price points, the Transaction is unlikely to reduce to any significant extent the competitive pressure faced by the Parties. Following the Transaction, consumers are likely to find several substitute products offered by the Parties' competitors, for all of the different price points currently targeted by the Parties.

Besides, as described in Section 5.2.3, during the market investigation a majority of customers and competitors confirmed that the Parties’ brands do not compete more closely with each other than they do with third party brands and no specific issues were raised concerning the Czech Republic.

In the light of the above, the Commission concludes that Coty and the Target Businesses' fragrances products do not appear to be closer substitutes to each other than with the products of their competitors in the Czech Republic.

Barriers to entry or expansion – innovation

As indicated in Section 5.2.8 a majority of respondents to the market investigation indicated that in general, launching a new fragrance would be moderately difficult, and that retailers are generally willing to give new concepts and brands test slots in a limited number of outlets before commercialising new products.

The Parties submit that there have been at least 200 new fragrance launches in the Czech Republic every year and that these new products are launched by a highly diverse range of companies, rather than solely the largest international competitors. Coty and the Target Businesses only account for a small proportion of total launches.

Therefore the Commission concludes that the dynamism and the competitiveness of the Czech market is ensured by a high number of new product launches and that this dynamism is spurred by competitive rivalry with other players and not only between the Parties.

Other countervailing competitive forces

According to the Parties, the Czech Republic has the highest Internet penetration rate for fragrances markets within the EEA amounting to 44.7%. The Parties claim that many online retailers active the Czech Republic source prestige fragrances through the grey channel at important price discounts. As regards the mass fragrances segment, direct sellers' brands are put forward as a relevant competitive constraint, with Avon and Oriflame being the two largest brands of the segment.

The Commission notes that, in recent years, several pure online players such as El Nino and Internet Shop ESA have entered the Czech market and that Internet sales seem to constitute an important part of the market in the Czech Republic.

While a few respondents argued that the Parties would have significant market shares in the fragrances market, the majorities among all groups of respondents expressing an opinion said that the merged entity would face sufficient competitive pressure post-Transaction to keep it from raising prices.

Overall, the Czech fragrance market is characterised by the presence of strong competitors; the absence of specific closeness of competition issues between the Parties appear to be absent; there is in addition some competitive pressure through direct Internet sales, and a majority of market participants said that there would be sufficient competitive pressure post-Transaction. The Commission considers that this supports the conclusion that the Transaction would not lead to any significant competition concerns in the fragrances markets in the Czech Republic.

Conclusion

In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in the Czech Republic, under any plausible segmentation.

5.3.3.6.2.2. Slovakia

Market shares

The Parties' market shares in the affected fragrance markets in Slovakia amount to the following figures in 2014:

Table 13: Slovakia fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male All Female Mass All Mass Female Prestige All Prestige Male Prestige Female

[20-30]% [30-40]% [20-30]% [30-40]% [40-50]% [20-30]% [10-20]% [5-10]% [10-20]%

[5-10]% [5-10]% [5-10]% [5-10]% [5-10]% [5-10]% [20-30]% [20-30]% [20-30]%

[30-40]% [40-50]% [30-40]% [30-40]% [40-50]% [30-40]% [40-50]% [30-40]% [40-50]%

403Therefore, in the overall fragrances market in Slovakia, the merged entity will have a moderate market share of [30-40]%.

Post-Transaction, in each of the markets the Parties will continue to face strong competition from a number of major international fragrances houses. These are:

(a) All fragrances: Avon ([10-20]%), L’Oréal ([5-10]%) and Oriflame ([5-10]%);

– Male fragrances: Avon ([5-10]%) and Oriflame ([5-10]%);

– Female fragrances: Avon ([10-20]%), L'Oréal (10-20]%) and Oriflame ([5-10]%).

(b) Prestige fragrances: Euroitalia ([10-20]%), LVMH ([5-10]%), and L’Oréal ([5-10]%)

– Prestige male: Euroitalia ([10-20]%), L’Oréal ([10-20]%) and LVMH ([10-20]%)

– Prestige female: Euroitalia ([10-15]%), LVMH ([5-10]%) and Elizabeth Arden ([5-10]%).

(c) Mass fragrances: Avon ([10-20]%), Oriflame ([10-20]%) and L’Oréal ([5-10]%)

– Mass male: Avon ([10-20]%), and Oriflame ([10-20]%)

– Mass female: Avon ([10-20]%), L’Oreal ([10-20]%) and Oriflame ([10-20]%).

The Parties submit that the shares reported by Euromonitor for adidas in Slovakia significantly overestimate adidas’s position in fragrances market in that geography - and consequently that the Parties' combined shares presented in the aforementioned tables are overestimated. The Commission takes note of the aforementioned claim, but assesses the competitive effects of the Transaction on the conservative basis of the market share data provided by Euromonitor, while also accepting the methodology and the other adjustments of market shares for Slovakia as described in Section 5.1.2.

(403) In the overall fragrances market in Slovakia, the merged entity will have a moderate market share of [30-40]%.

(405) The increment brought about by the Transaction in the mass, mass male, and mass female market is limited (around [0-5]%), so that so that there would be no material Transaction-specific effect in these markets.

Closeness of competition (brand analysis)

The Parties' largest prestige fragrances brand in Slovakia are Chloé, Davidoff, Cerruti and Calvin Klein (Coty); and Hugo Boss, Lacoste, Gucci and Escada (Target Businesses). Their largest mass fragrances brands are: adidas and Playboy (Coty); and Mexx and Bruno Banani (Target Businesses).

The brand level nominal price data for fragrances in Slovakia shows that the Parties’ prestige fragrances brands are not the closest to each other on the pricing spectrum in Slovakia; where some Parties’ brands are more closely positioned, there are other brands from competitors that attain equivalent market shares in Slovakia and are priced at around the same level.

As for the mass channel price ladder, Coty’s major brands are positioned at the mid-range whereas the Target Businesses’ brands are positioned at the high end of the mass channel.

Chart 2 Slovakia - Mass fragrances price ladder (2014)

Source: Frontier Economics using IRI data

The Commission further notes that the price ladder show that the product ranges of the main competitors (for instance Sarantis or Unilever) also largely overlap with the product ranges offered by the Parties. Moreover, there are several other brands that target specific segments of the market (for instance the low-end segment). This indicates that the Parties face competition from strong specialised brands in each price point. Also, the product ranges offered by those competitors overlap with the respective parts of the product ranges offered by the Parties.

This suggests that, at the different price points, the Transaction is unlikely to reduce to any significant extent the competitive pressure faced by the Parties. Following the Transaction, consumers are likely to find several substitute products offered by the Parties’ competitors, for all of the different price points currently targeted by the Parties.

Therefore, the Parties’ brands are not particularly close to each other on the pricing spectrum, and even where some brands are more closely positioned, there are a number of other brands priced at around the same level.

As described in Section 5.2.3, during the market investigation a majority of customers and competitors confirmed that the Parties’ brands do not compete more closely with each other than they do with third party brands and no specific issues were raised concerning Slovakia.

In the light of the above, the Commission concludes that Coty and the Target Businesses' fragrances products do not appear to be closer substitutes to each other than with the products of their competitors in Slovakia.

Barriers to entry or expansion – innovation

As indicated in Section 5.2.8 a majority of respondents to the market investigation indicated that in general, launching a new fragrance would be moderately difficult, and that retailers are generally willing to give new concepts and brands test slots in a limited number of outlets before commercialising new products.

The Parties submit that the Italian company Euroitalia S.R.L, has recently managed to install Versace products as the second most sold brand in the country (market share of [10-20]%), just behind the Target Businesses’ Hugo Boss.

The Commission considers that this example shows that barriers to entry in the Slovakian fragrance market have been overcome in the recent past.

Therefore the Commission concludes that the dynamism and the competitiveness of the Slovakian market can be ensured by new product launches and that this dynamism is spurred by competitive rivalry with other players and not only between the Parties.

Other competitive forces

Regarding other competitive forces, in Slovakia internet sales for fragrances account for approximately 10% of sales and several mostly Czech-based pure online players serving the Czech /Slovak fragrances market, such as El Nino and Internet Shop ESA, have emerged.

While a few respondents argued that the Parties would have significant market shares in the fragrances market, the majorities among all groups of respondents expressing an opinion said that the merged entity would face sufficient competitive pressure post-Transaction to keep it from raising prices.

Overall the Commission considers that in particular the presence of strong competitors, the absence of specific closeness of competition issues between the Parties, and the fact that a majority of market participants said that there would be sufficient competitive pressure post-Transaction, support the conclusion that the Transaction would not lead to any significant competition concerns in the fragrances markets in Slovakia.

Conclusion

422In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Slovakia, under any plausible segmentation.

5.3.3.6.3. Conclusion

423In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in the Czech Republic and Slovakia, neither separately nor viewed together as a possible country cluster, under any plausible segmentation.

5.3.3.7. Finland

5.3.3.7.1. Parties' activities

In Finland, Coty supplies fragrances under the following brands: adidas, Beckham, Beyoncé, Calvin Klein, Celine Dion, Chloé, Davidoff, Enrique Iglesias, Guess, Katy Perry, Lady Gaga, Marc Jacobs, Philosophy, Playboy and Roberto Cavalli.

The Target Businesses are active with their brands Escada, Gucci, Hugo Boss, James Bond, Lacoste and Mexx.

5.3.3.7.2. Commission's assessment

In Finland, the fragrances and prestige fragrances markets are affected, with combined market shares of respectively [20-30]% and [20-30]%. As described in the Table below, the male fragrances and the prestige male and prestige female markets are also affected:

Table 14: Finland – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male All Female Mass All Mass Female Prestige All Prestige Male Prestige Female

[10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [20-30]% [20-30]% [20-30]%

[10-20]% [5-10]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]%

[30-40]% [20-30]% [30-40]% [20-30]% [30-40]% [30-40]% [30-40]% [30-40]%

Target's share Combined share

All All All Male Prestige All Prestige Male Prestige Female

[10-20]% [10-20]% [10-20]% [10-20]% [10-20]%

[5-10]% [10-20]% [10-20]% [10-20]% [5-10]%

[20-30]% [20-30]% [20-30]% [30-40]% [20-30]%

427(427) Therefore, the market shares of the merged entity would remain moderate, and not higher than [30-40]%, on all the above markets.

428(428) Moreover, significant competitors would remain in all the affected markets, including L'Oréal, Chanel and LVMH (having e.g. market shares in the prestige fragrance market of respectively [10-20]%, [10-20]% and [5-10]% and in the prestige female market of [10-20]%, [20-30]% and [10-20]%). In the prestige male fragrance market, where the Parties' combined market share is highest, L'Oréal, Chanel and LVMH market shares would be material, at respectively [10-20]%, [5-10]% and [5-10]%.

429(429) Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Finland. One Finnish retailer explained for example that there is "still lots of competition" in the Finnish market post transaction.

430(430) Overall, given the moderate combined market shares of the Parties, the presence of significant competitors and the fact that no material concerns were raised by the respondents to the Commission’s market investigation, the Commission considers that the Transaction is unlikely to raise any significant competition concerns in the Finnish fragrances markets.

267 Céline Dion and Lady Gaga will be discontinued in 2016.

268 See reply to Q2 – questionnaire to customers, question 52.1.1.

5.3.3.7.3. Conclusion

431(431) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Finland, under any plausible segmentation.

5.3.3.8. Germany

5.3.3.8.1. Parties' activities

432(432) The fragrance brands of the Parties in Germany are the following:

(a) Coty: adidas, Balenciaga, Beckham, Beyoncé, Bottega Veneta, Chloé. Calvin Klein, Cerruti, Celine Dion, Chopard, Davidoff, Enrique Iglesias, Esprit, Guess, Halle Berry, Jennifer Lopez, Jil Sander, Joop!, Jovan, Katy Perry, Lady Gaga, Marc Jacobs, Lancaster, Nikos, Playboy, Roberto Cavalli, Tonino Lamborghini, Vespa, Vera Wang, Vivienne Westwood.

(b) Target Businesses: Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond, Lacoste, Mexx and Stella Mc Cartney.

5.3.3.8.2. Market shares

433(433) The Parties' market shares in the affected fragrances markets in Germany amount to the following figures in 2014:

Table 15: Germany – fragrances (2014)

Coty's share

Target's share

Combined share

Fragrances

All All All Male All Female Mass All Mass Female Prestige All Prestige Male Prestige Female

[10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [20-30]% [20-30]% [10-20]%

[5-10]% [5-10]% [10-20]% [5-10]% [5-10]% [5-10]% [10-20]% [5-10]% [10-20]%

[20-30]% [20-30]% [20-30]% [20-30]% [20-30]% [20-30]% [30-40]% [30-40]% [30-40]%

Source: Frontier Economics using adjusted Euromonitor data

434(434) Therefore, the merged entity will have moderate market shares, reaching at most [30-40]% in all the above markets.

269 [Business secrets redacted].

270 As described in Section 5.1.2, the Parties submit that the evidence suggests that the increment to the Target Businesses’ share in Germany should be materially lower. The only Target Businesses brand that is not explicitly identified by Euromonitor brand level data is Stella McCartney. The Parties use the actual sales data for this brand in the relevant markets and in light with these sales propose a reallocation of the "unidentified" brand level data when calculating the company-level data. The Commission has verified that the adjustments proposed by the Parties for Germany are in line with the composition of the brand portfolio which is within the scope of the Transaction at the day of notification and therefore considers the adjustments to be acceptable in light of the dynamic competitive assessment the Commission conducts.

435(435) The Parties' adjustments of scanner data which did not suffice to account for the difference between the datasets in Germany relate to the following markets: mass, male, and mass male fragrances (see Section 5.1.2). In these markets, the Commission has assessed the rationalisation of the data submitted by the Parties and notes that: (i) the mass, male, and mass male fragrances sales captured by the scanner data only represent 58%, 70% and 51% of sales captured in Euromonitor respectively; (ii) according to data source GfK, hard discounters and specialist stores (where direct sellers would be included) account for 21% of the mass channel sales; and (iii) if one adjusts the scanner data to reflect these missing sales, the remaining difference between the two datasets in terms of the Parties' combined share remains sizeable (above 7 percentage points difference between adjusted scanner data and Euromonitor data) in the mass, male, and mass male fragrances markets; however the Parties' adjusted combined shares would only reach [30-40]%, [30-40]% and [30-40]% in these markets respectively.

436(436) Therefore, the market shares of the merged entity would remain moderate, reaching at most [30-40]% on all the above markets, considering both Euromonitor data and adjusted scanner data (the latter for the mass, male, and mass male fragrances markets only).

437(437) Moreover, post-Transaction, in each of the affected markets the Parties will continue to face strong competition from a number of major international fragrances houses, such as:

(a) All fragrances: LVMH ([10-20]), L’Oréal ([5-10]%), Estée Lauder ([5-10]%), Mäurer & Wirtz ([5-10]%) and Chanel ([5-10]%);

– Male fragrances: LVMH ([5-10]%), Mäurer & Wirtz ([5-10]%), L’Oréal ([5-10]%) and Estée Lauder ([5-10]%);

– Female fragrances: LVMH ([10-20]%), Chanel ([5-10]%), L’Oréal ([5-10]%) and Estée Lauder ([5-10]%);

(b) Prestige fragrances: LVMH ([10-20]%), Estée Lauder ([5-10]%), L’Oréal ([5-10]%), and Chanel ([5-10]%);

– Prestige male: LVMH ([10-20]%), L’Oréal ([5-10]%) and Estée Lauder ([5-10]%)

– Prestige female: LVMH ([10-20]%), Chanel ([10-20]%) Estée Lauder ([5-10]%) and L’Oréal ([5-10]%).

271 Form CO, Annex 7-Frag-General-001-005-Market Share Variations and Parties' response to RFI 3 of 27 January 2016.

272 Market shares based on Euromonitor. Even using adjusted scanner data in the mass, male, and mass male fragrances markets, significant competitors such as Mäurer & Wirtz, Beiersdorf, L'Oréal and Unilever will remain. As an example, in the mass male fragrances market where the Parties' combined shares are highest, these competitors reach [10-20]%, [10-20]%, [5-10]% and [5-10]% respectively. See Form CO, paragraph 1396 and following and Parties' response to RFI 14 of 10 February 2016.

(c) Mass fragrances: Mäurer & Wirtz ([10-20]%), Unilever ([0-5]%), L'Oréal ([0-5]%) and retailer brands with an aggregated market share of [5-10]%.

– Mass male: Mäurer & Wirtz ([10-20]%), retailer brands ([5-10]% on aggregate) and Unilever ([5-10]%)

– Mass female: Mäurer & Wirtz ([10-20]%) and retailer brands ([10-20]% on aggregate).

5.3.3.8.3. Closeness of competition (brand analysis)

438(438) The Parties' largest prestige fragrances brands in Germany are Jil Sander, followed by Calvin Klein, Davidoff, and Joop (Coty), as well as Hugo Boss, followed by Gucci and Lacoste (Target Businesses).

439(439) The price ladder for prestige fragrances in Germany shows that Coty’s largest brands, i.e. Calvin Klein, Jil Sander, Davidoff and Joop! are positioned at a relatively low price level whereas the Target Businesses have no offering within this range. The Target Businesses’ Hugo Boss, Escada and Lacoste brands range at a medium or high price level.

Chart 3: Germany - Prestige fragrances price ladder (2014)

Source: Frontier Economics using IRI data

440(440) The Parties' largest mass fragrances brands are: adidas and Playboy (Coty), as well as Mexx, Bruno Banani and Gabriela Sabatini (Target Businesses).

441(441) As for the mass channel price ladder, Coty’s major brands are generally positioned at the mid-range whereas the Target Businesses’ brands are mostly positioned at the high end of the mass channel (except for Gabriella Sabatini, which has a very limited presence).

Chart 4: Germany - Mass fragrances price ladder (2014)

Source: Frontier Economics using IRI data

442(442) The price ladders show that the product ranges of third party brands compete in comparable price ranges to the ones offered by each of the Parties. Moreover, there are several other brands that target specific segments of the market (for instance the low-end segment, or the premium segment). This indicates that the Parties face competition from strong specialised brands in each price point.

443(443) This suggests that, at the different price points, the Transaction is unlikely to reduce to any significant extent the competitive pressure faced by the Parties. Following the Transaction, consumers are likely to find several substitute products offered by the Parties’ competitors, for all of the different price points currently targeted by the Parties.

444(444) Therefore, the Parties’ brands are not particularly close to each other on the pricing spectrum, and even where some brands are closely positioned, there are a number of other brands priced at around the same level.

Moreover, due to the fact that a number of sales channels are missing from IRI data, several competing brands of suppliers such as Yves Rocher, Body Shop, Zara and H&M that should feature in the ladders are not covered by the data. The Parties do not have access to any detailed alternative data sources on the price positioning of competing brands that are not captured in scanner data. Notwithstanding this, the Parties set out the relative price positioning of certain brands absent in the price ladders based on their commercial knowledge and experience, as follows: (i) Yves Rocher and The Body Shop are in the upper mass price range, closely positioned to brands such as Beckham or Mexx; (ii) Zara in the low/mid mass price range is closely positioned to brands such as Axe or Nivea; and (iii) H&M is in the low mass price range and closely positioned to brands such as Adidas, Axe or Playboy. The price positioning of these brands can be generally applied across all geographies in the EEA.

88

445Moreover, as described in Section 5.2.3, during the market investigation a majority of customers and competitors confirmed that the Parties’ brands do not compete more closely with each other than they do with third party brands. During the market investigation, some competitors mentioned that in Germany Coty's brands Jil Sander, Davidoff, Hugo Boss and Davidoff, all in the prestige male market, could be considered as "must-have" brands putting thus Coty in a particularly advantageous position compared to its rivals. However, the market investigation also pointed out that, besides the above mentioned Coty's brands, in the prestige male market in Germany there are several other brands of competing suppliers that are viewed as equally strong as Coty's brands.

446(446) In the light of the above, the Commission concludes that Coty and the Target Businesses' fragrances products do not appear to be closer substitutes to each other than with the products of their competitors in Germany.

5.3.3.8.4. Barriers to entry or expansion – innovation

As indicated in Section 5.2.8, barriers to entry and expansion, while material, could also be overcome.

448(448) An analysis of the proportion of sales accounted for by the launch of new products over time shows that in Germany the shares of the various fragrances market segments attributable to lines launched since January 2012 range from over 30% (male prestige) to almost 50% (female mass) as at June 2015.

449(449) Therefore the Commission concludes that the dynamism and the competitiveness of the German market is ensured by a high number of new product launches and that this dynamism is spurred by competitive rivalry with other players and not only between the Parties.

5.3.3.8.5. Other competitive forces

A majority of respondents to the market investigation indicated that there will be sufficient competition in the German fragrances markets to prevent the merged entity from raising prices post Transaction. Some customers raised concerns that the Transaction would strengthen the position of the merged entity in the mass fragrance market. However, the mass market is highly dynamic and characterized by the presence of several competitors and low brand loyalty.

451(451) Overall, the Parties’ combined market shares would remain moderate, significant competitors would be present, the Parties do not appear to be very close competitors, and a majority of respondents to the Commission’s market investigation expects there to be sufficient competition post-Merger. Therefore the Commission considers that the Transaction is unlikely to lead to any significant competition concerns in the German fragrances markets.

274 See responses to Q1 - questionnaire to competitors, question 30.

275 See responses to Q1 - questionnaire to competitors, question 30.

276 See Form CO, paragraph 1410.

277 Replies to Q1 - questionnaire to competitors, question 61.1; Q2 – questionnaire to customers, question 52.1; and Q5 - questionnaire to distributors, question 52.1.

278 See responses to Q2 - questionnaire to customers, question 52.1.

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5.3.3.8.6. Conclusion

452(452) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Germany, under any plausible segmentation.

5.3.3.9. Hungary

5.3.3.9.1. Parties' activities

453(453) In Hungary, Coty supplies fragrances under the following brands: adidas, Beyoncé, Calvin Klein, Celine Dion, Cerruti, Chloé, David Beckham, Davidoff, Enrique Iglesias, Esprit, Guess, Jennifer Lopez, Jil Sander, Joop!, Katy Perry, Lady Gaga, Marc Jacobs, Miss Sporty, Playboy, Roberto Cavalli, Tonino Lamborghini, and Vespa.

454(454) The Target Businesses are active with their brands Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond, Lacoste, and Mexx.

5.3.3.9.2. Commission's assessment

455(455) In Hungary, the fragrance and mass fragrance markets are affected, with combined market shares of around [20-30]% each. As described in the Table below, the female fragrances, the male prestige fragrances, and the female mass fragrances markets are also affected:

Table 16: Hungary – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Female Mass All Mass Female Prestige Male

[10-20]% [10-20]% [10-20]% [10-20]% [0-5]%

[5-10]% [5-10]% [10-20]% [5-10]% [10-20]%

[20-30]% [20-30]% [20-30]% [20-30]% [20-30]%

456(456) Therefore, the market shares of the merged entity would remain low, and not higher than [20-30]%, on all the affected markets.

457(457) Moreover, strong competitors would remain in all the affected markets. In the mass female fragrances market, where the Parties' combined market shares is highest, Avon and L'Oréal market shares would be respectively [20-30]% and [5-10]%

458(458) While some respondents to the market investigation alleged that the Parties would have high market shares in the fragrance market and could potentially raise prices post-Transaction, these concerns were generally not substantiated. Moreover, the majority of all respondents did not raise any specific concerns as to the Transaction's effects on the Hungarian fragrances markets.

459(459) Overall, the Commission's considers that the low combined market shares of the Parties and the presence of strong competitors support the conclusion that the Transaction would not lead to any significant competition concerns in the Hungarian fragrances markets.

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5.3.3.9.3. Conclusion

460(460) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts in the market for fragrances in Hungary, under any plausible segmentation.

5.3.3.10. Malta

5.3.3.10.1. Parties' activities

461(461) In Malta, Coty supplies fragrances under the following brands: Calvin Klein, Chloé, Davidoff, Guess, Joop!, J.Lo, Lady Gaga, Love2Love, Marc Jacobs, Nautica, Playboy and Roberto Cavalli. Coty distributes prestige fragrances via its distributor [Business secret – name of distributor] and mass fragrances via its distributor [Business secret – name of distributor].

462(462) The Target Businesses are active with their brands Escada, Gucci, Hugo Boss, James Bond, Lacoste and Mexx.

5.3.3.10.2. Commission's assessment

463(463) The Parties note that there is no distinction between mass and prestige distribution channels in Malta. The concept of drugstores (the main channel for mass fragrances in most other European countries) does not exist as such in Malta. Furthermore, there are extremely limited sales of mass fragrances in supermarkets. Supermarkets tend to focus on body sprays and deodorants with mass fragrances merely an ancillary offering. Therefore, brands which are considered to be mass brands in other countries are also sold at perfumeries in Malta.

464(464) During the market investigation, most respondents from Malta endorsed a separation of mass and prestige products while at the same time a majority of these respondents, i.e. customers and distributors, carries both product categories.

In Malta the fragrances market is affected, with a combined market share of approximately [30-40]%. As described in Table 17 below, both the male and the female fragrances markets would also be affected.

Table 17: Malta – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male All Female

[20-30]% [20-30]% [20-30]%

[5-10]% [10-20]% [5-10]%

[30-40]% [30-40]% [30-40]%

466(466) On the basis of best estimates, the merged entity would have a moderate combined share of at most approximately [30-40]% in the mass fragrances market. Therefore, the combined market shares of the Parties in the prestige fragrances markets should be of similar magnitude.

279 Form CO, paragraph 1520.

280 See parties' reply to RFI 12 of 8 February 2016.

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467(467) The market shares of the merged entity would remain moderate, reaching at most [30-40]%.

468(468) The increment brought about by the Transaction in the female fragrances market is limited ([5-10]%), so that so that there would be no material Transaction-specific effect in this market.

469(469) Moreover, strong competitors would remain, including LVMH with a share of [20-30]% in the all fragrances market (and having market shares in male fragrances market of [10-20]%, and [20-30]% in the female fragrances market) and Euroitalia with a share of [10-20]% in the all fragrances market (having market shares in male fragrances market of [10-20]% and [5-10]% in the female fragrances market). Other competitors will also continue to be active, such as Chanel or Puig with market shares in all fragrances of [5-10]% and [10-20]%, respectively (and only marginally different market shares in the male and female fragrances markets). Moreover, in the prestige fragrances market the merged entity will likewise continue to face significant competitors, such as LVMH, Euroitalia and Puig, which all are large multinational producers of prestige fragrances. On the brand level of overall fragrances (including both male and female fragrances), leading brands are Christian Dior (LVMH) with a share of over [10-20]% and Versace (Euroitalia) with a share of over [5-10]%. As concerns the split between male and female fragrances, brand positions do not change markedly for male fragrances; for female fragrances, Chanel would be another significant competitor with a market share of almost [5-10]%.

470(470) Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Malta. Besides, the majority of respondents from Malta, i.e. customers and retailers, that the Transaction would have a neutral or even positive impact on competition.

471(471) Overall, the Commission considers that the Transaction would not raise any significant competition concerns on the Maltese fragrances market for the following reasons: the Parties’ combined market shares would remain moderate, strong international competitors will be present, and no competition concerns were raised in the market investigation.

The Parties add that there are many internationally recognised brands present within the mass fragrances segment in Malta. In particular, in addition to Coty’s adidas and Playboy brands, and the Target Businesses’ James Bond and Mexx brands, Puig’s Shakira and Antonio Banderas brands are also key brands in the mass fragrances segment. There are also many other internationally recognised mass fragrance brands in the segment such as: First American Brands’ Disney, the INCC Group’s Mercedes-Benz and Cofinluxe’s Salvador Dali, Cafe Cafe and Love Love brands. See parties' reply to RFI 12 of 8 February 2016.

Coty’s distributor in Malta estimates that 55% of the overall fragrances market constitutes prestige fragrances and 45% mass fragrances. For prestige fragrances, the brand-level sell-out data presented by the Parties for the overall fragrances market in Malta would also be a best available proxy for market shares in the prestige market (as the beauty retailer whose data is provided also represents around 65-70% of the local prestige market). For mass fragrances, although no other brand-level sell-out data is available at the current time, Coty’s mass fragrances distributor in Malta has confirmed that the mass fragrances segment in Malta is very fragmented and estimates that no brand has more than 5% share. See parties' reply to RFI 12 of 8 February 2016.

See e.g. replies to Q2 – questionnaire to customers, question 53; replies to Q5 – questionnaire to distributors, question 53.

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5.3.3.10.3. Conclusion

472(472) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Malta, under any plausible segmentation.

5.3.3.11. The Netherlands

5.3.3.11.1. Parties' activities

473(473) In In the Netherlands, Coty supplies fragrances under the following brands: adidas, Balenciaga, Beyoncé, Bottega Veneta, Bourjois, Calvin Klein, Cerruti, Chloé, David Beckham, Davidoff, Esprit, Guess, Jil Sander, Katy Perry, Lady Gaga, Lamborghini, Lancaster, Marc Jacobs, Miu Miu, Nikos, Playboy, Roberto Cavalli, and Vivienne Westwood.

474(474) The Target Businesses are active with their brands Bruno Banani, Escada, Gucci, James Bond, Lacoste, Mexx, Gabriele Sabatini and Hugo Boss.

5.3.3.11.2. Market shares

475(475) In the Netherlands, the following markets are affected:

Table 18: The Netherlands – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male Mass All Mass Male Prestige All Prestige Male

[10-20]% [10-20]% [10-20]% [20-30]% [10-20]% [10-20]%

[5-10]% [10-20]% [5-10]% [10-20]% [5-10]% [10-20]%

[20-30]% [30-40]% [20-30]% [30-40]% [20-30]% [30-40]%

476(476) Therefore, the market shares of the merged entity would remain moderate, and not higher than [30-40]%, on all the above markets.

477(477) The Netherlands are one of the markets where there were significant differences between scanner and Euromonitor data and where the Parties' adjustments of scanner data did not suffice to account for the difference between the datasets in the Netherlands. These differences relate to the following markets: mass, mass female, and mass male fragrances (see Section 5.1.2).

478(478) In these markets, the Commission has assessed the rationalisation of the data submitted by the Parties and notes that: (i) the mass, mass female, and mass male fragrances sales captured by the scanner data represent 96%, 82% and 116% of sales captured in Euromonitor respectively; (ii) according to Euromonitor, almost 21% of mass sales relate to direct channel sales (from brands such as Yves Rocher or retailer sales) which are not captured in the Nielsen data; and (iii) if one adjusts the Nielsen data in the colour cosmetics segments to reflect these missing sales, the remaining difference between the two datasets in terms of the Parties' combined share remains sizeable (above 10 percentage points difference between adjusted scanner data and Euromonitor data) in the mass, mass female, and mass male fragrances markets. The

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Parties' adjusted combined shares reach [30-40]%, [40-50]% and [40-50]% in these markets respectively.

479(479) Therefore, the market shares of the merged entity would remain below [40-50]% on the above three markets, considering both Euromonitor data and adjusted scanner data (the latter for the three abovementioned markets only).

480(480) In all the markets where the Parties hold relatively higher market shares according to Euromonitor, they would nevertheless face significant competition from other players:

(a) In the prestige male market: L'Oreal ([10-20]%), Puig ([10-20]%), Chanel ([5-10]%), Shiseido ([5-10]%), Burberry Group ([0-5]%) and LVMH ([0-5%]).

(b) In the mass male market: Unilever ([10-20]%), L’Oréal ([10-20]%), Remark Groep ([5-10]%) and Mäurer & Wirtz ([5-10]%). The market is also rounded off by a sizeable number of players with smaller shares such as Henkel, Puig, Yves Rocher and Oriflame.

481(481) Although some competitors have expressed concerns as regards the impact of the Transaction in the fragrances markets in the Netherlands, these markets remain still fragmented with strong competitors holding powerful brands.

5.3.3.11.3. Closeness of competition (brand analysis)

482(482) In the prestige male market, while Coty’s Calvin Klein or Davidoff are priced by retailers at a rather low price level in the Netherlands – Calvin Klein’s average price in 2014 was EUR [Confidential – pricing], Davidoff’s average price was EUR [Confidential – pricing] EUR, the Target Businesses' Hugo Boss (EUR [Confidential – pricing]) was positioned at a medium price level (average price in 2014: EUR [Confidential – pricing]) in the Netherlands. Thus, there is a price gap between Coty’s and the Target Businesses’ main brands. The Parties’ brands are not the closest to each other on the pricing spectrum, and even where some brands are closely positioned, there are plenty of other large brands in the Netherlands such as L’Oréal’s Armani, Cacharel, Lancôme and YSL and Shiseido’s Jean-Paul Gaultier, which are priced at around the same level.

483(483) In the mass markets (for both male and female), the price ladder below shows that adidas and Playboy (Coty) are priced towards the low end of the price range and the Target Businesses do not have similarly priced brands and fall within the upper mid-to high end price range. Coty’s Beckham, Guess and Beyonce and the Target Businesses’ James Bond are priced in the mid-range of the segment, but there are other competing fragrances also priced in a similar range, for example L’Oréal’s Maroussia and Puma. Coty’s Esprit and Katy Perry and the Target Businesses’ Bruno Banani, Mexx and Gabriella Sabatini and are priced towards the upper end of the price range, along with competing third party brands Van Gils, Naomi Campbell.

Chart 5: Netherlands - Mass fragrances price ladder (2014)

484(484) The price ladder shows that the product ranges of third party brands compete in comparable price ranges to the ones offered by each of the Parties. Moreover, there are several other brands that target specific segments of the market (for instance the low-end segment, or the premium segment). This indicates that the Parties face competition from strong specialised brands in each price point.

485(485) This also suggests that, at the different price points, the Transaction is unlikely to reduce to any significant extent the competitive pressure faced by the Parties. Following the Transaction, consumers are likely to find several substitute products offered by the Parties’ competitors, for all of the different price points currently targeted by the Parties.

486(486) Therefore, the Parties’ brands are not particularly close to each other on the pricing spectrum, and even where some brands are closely positioned, there are a number of other brands priced at around the same level.

287 Moreover, due to the fact that a number of sales channels are missing from IRI data, several competing brands of suppliers such as Yves Rocher, Body Shop, Zara and H&M that should feature in the ladders are not covered by the data. The Parties do not have access to any detailed alternative data sources on the price positioning of competing brands that are not captured in scanner data. Notwithstanding this, the Parties set out the relative price positioning of certain brands absent in the price ladders based on their commercial knowledge and experience, as follows: (i) Yves Rocher and The Body Shop are in the upper mass price range, closely positioned to brands such as Beckham or Mexx; (ii) Zara in the low/mid mass price range is closely positioned to brands such as Axe or Nivea; and

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487(487) The closeness of competition analysis in the Netherlands is consistent with the general assessment on closeness of competition carried out in Section 5.2.3.

488(488) In the light of the above, the Commission concludes that Coty and the Target Businesses' fragrances products do not appear to be closer substitutes to each other than with the products of their competitors in the Netherlands.

5.3.3.11.4. Barriers to entry or expansion – innovation

489(489) The Parties have provided a breakdown of new launches of fragrances products in the last two years (2013-2014, mass and prestige products together). They show that the market is characterised by around 200 new launches per year, Coty and the Target Business representing together a little more than 10% of these launches.

490(490) Therefore the Commission concludes that the dynamism and the competitiveness of the Dutch fragrances market is ensured by a high number of new product launches and that this dynamism is spurred by competitive rivalry with other players and not only between the Parties.

491(491) Overall, given that the Parties’ combined market shares would remain moderate, given the presence of significant competitors, the fact that the Parties do not appear to be very close competitors, the Commission considers that the Transaction is unlikely to lead to any significant competition concerns in the Dutch fragrances markets.

5.3.3.11.1. Conclusion

492(492) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in the Netherlands, under any plausible segmentation.

5.3.3.12. Poland

5.3.3.12.1. Parties' activities

493(493) In Poland, Coty supplies fragrances under the following brands: adidas, Balenciaga, Beyoncé, Bottega Veneta, Calvin Klein, Celine Dion, Cerruti, Chanson, Chloé, David Beckham, Davidoff, Enrique Iglesias, Halle Berry, Jil Sander, Joop!, Katy Perry, Lady Gaga, Marc Jacobs, Miu Miu, Playboy, Prêt à Porter, Roberto Cavalli, Tonino Lamborghini, Vera Wang and Vespa.

494(494) The Target Businesses are active with their brands Bruno Banani, Escada, Gabriela Sabatini, Gucci, Hugo Boss, James Bond, Lacoste and Mexx.

5.3.3.12.2. Commission's assessment

495(495) In Poland, the fragrances, prestige fragrances, and mass fragrances markets are affected. As described in Table 19 below, a further split of the fragrances market and

(iii) H&M is in the low mass price range and closely positioned to brands such as Adidas, Axe or Playboy. The price positioning of these brands can be generally applied across all geographies in the EEA.

288 Form CO paragraph 1584.

289 [Business secrets redacted].

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the prestige fragrances and mass fragrances markets into male and female markets would result in further affected markets:

Table 19: Poland – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male Mass All Mass Male Prestige All Prestige Male

[20-30]% [10-20]% [20-30]% [20-30]% [20-30]% [20-30]%

[0-5]% [0-5]% [0-5]% [0-5]% [0-5]% [5-10]%

[20-30]% [20-30]% [20-30]% [20-30]% [20-30]% [20-30]%

496(496) Therefore, the Parties' combined market shares would remain low, and not higher than [30-40]%, in all the affected markets.

497(497) Moreover, in all affected markets except for mass female and prestige male fragrances, the Transaction would account for a low increment (below [5-10]%), so that so that there would be no material Transaction-specific effect in these markets.

498(498) Moreover, other strong competitors would remain, including Avon with a share of [10-20]% in the all fragrances market (exercising a strong competition constraint for e.g. on the female mass fragrances market with [30-40]%, where the Parties' combined market shares is highest) or L'Oreal with a share of [5-10]% in the all fragrances market and Oriflame having market shares in the mass female fragrances market of [5-10]%).

499(499) In the Commission's market investigation, some competitors and some customers active in Poland said that the Transaction increased the risk of price increases, however the majority of customers in Poland said that the Transaction would have a neutral effect on competition.

500(500) Overall, the Commission considers that in particular the presence of strong competitors and the low combined market shares of the Parties give support to the conclusion that the Transaction would not raise significant competition concerns in the fragrances markets in Poland.

5.3.3.12.3. Conclusion

501(501) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Poland, under any plausible segmentation.

5.3.3.13. Portugal

5.3.3.13.1. Parties' activities

502(502) In Portugal, Coty supplies fragrances under the following brands: adidas, Balenciaga, Beckham, Beyoncé, Bottega Veneta, Calvin Klein, Cerruti, Chanson, Chloé, Crossmen, Davidoff, Enrique Iglesias, Guess, Jacq’s, Jenifer Lopez, Joop!, Jovan, Katy Perry, Lady Gaga, Lamborghini, Lancaster, Love2Love, Marc Jacobs, Nikos, Playboy, Pret à Porter, Roberto Cavalli, Varon Dandy, Vera Wang and Vespa.

503(503) The Target Businesses are active with their brands Escada, Gucci, Hugo Boss, James Bond and Lacoste.

5.3.3.13.2. Commission's assessment

504(504) In Portugal, the male fragrances, prestige male fragrances and mass male fragrances markets are affected, with combined market shares of respectively [20-30]%, [20-30]% and [20-30]% as described in the Table below:

Table 20: Portugal – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All Male Mass Male Prestige Male

[5-10]% [10-20]% [0-5]%

[10-20]% [0-5]% [10-20]%

[20-30]% [20-30]% [20-30]%

505(505) Therefore, the market shares of the merged entity would remain low, reaching at most [20-30]%, on all the affected markets.

506(506) Moreover, strong competitors would remain, including Puig and L'Oréal (having e.g. market shares in the male fragrances market of respectively [20-30]% and [10-20]% and in the prestige male market of [20-30]% and [10-20]%). In the mass male fragrances market, where the Parties' combined market shares is highest, Puig would compete strongly (with market share of [10-20]%).

507(507) Finally, while one competitor alleged that the Parties would have significant market shares in the mass male fragrances market, no material substantiated concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Portugal.

508(508) Overall, the Commission considers in particular that the low combined market shares of the Parties and the presence of strong competitors support the conclusion that the Transaction would not lead to any significant competition concerns in the fragrances markets in Portugal.

5.3.3.13.3. Conclusion

509(509) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Portugal, under any plausible segmentation.

292 Replies to Q1 – questionnaire to competitors, question 61.

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5.3.3.14. Romania

5.3.3.14.1. Parties' activities

510(510) In Romania, Coty supplies fragrances under the following brands: adidas, Adrenaline, Beyoncé, Calvin Klein, Celine Dion, Cerruti, Chanson, Chloe, Chopard, Crossmen, Davidoff, David Beckham, Enrique Iglesias, Esprit, Guess, Halle Berry, Jennifer Lopez, Jil Sander, Joop!, Katy Perry, Lady Gaga, Marc Jacobs, Playboy, Prêt-à-Porter, Roberto Cavalli and Vespa.

511(511) The Target Businesses are active with their brands: Bruno Banani, Escada, Gucci, Hugo Boss, James Bond and Lacoste.

5.3.3.14.2. Commission's assessment

512(512) In Romania, only the male prestige fragrances market is affected, with Parties' combined market shares of [20-30]%.

Table 21: Romania – fragrances (2014)

Coty's share

Target's share

Combined share

Fragrances

Prestige Male

[10-20]%

[5-10]%

[20-30]%

513(513) Therefore, the market share of the merged entity would remain low.

514(514) Moreover, strong competitors would remain on the affected market, including LVMH, having a market share of [10-20]%, or Chanel, having a market share of [10-20]%.

515(515) Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Romania.

516(516) Overall, the Commission considers that in particular the low combined market shares and the presence of strong competitors support the conclusion that the Transaction would not lead to any significant competition concerns in the fragrances markets in Romania.

5.3.3.14.3. Conclusion

517(517) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Romania, under any plausible segmentation.

5.3.3.15. Scandinavia - Denmark, Norway and Sweden

5.3.3.15.1. Parties' activities

518(518) In Denmark, Sweden and Norway, Coty supplies fragrances under the following brands: adidas, Balenciaga, Beyoncé, Bottega Veneta, Calvin Klein, Cerruti, Chloé, David Beckham, Davidoff, Guess, Jennifer Lopez, Katy Perry, Lady Gaga, Lancaster, Marc Jacobs, Miu Miu, Nautica, philosophy, Playboy, Roberto Cavalli and Tonino Lamborghini.

293 Tonino Lamborghini.Coty distributes its fragrances in Scandinavia through [Business secret – name of distributor].

519(519) The Target Businesses’ fragrances brands are: Bruno Banani, Escada, Gucci, Hugo Boss, James Bond, Mexx, Lacoste and Stella McCartney. The Target Businesses distribute fragrances in Scandinavia via three distributors: [Business secret – name of distributor] (Denmark), [Business secret – name of distributor] (Norway), and Scandinavian [Business secret – name of distributor] (Sweden).

5.3.3.15.2. Commission's assessment

520(520) At country level, the following markets are affected:

5.3.3.15.2.1. Denmark

521(521) In Denmark, the male fragrances, and the prestige male fragrances markets are affected, with combined market shares of [30-40]% for each. As described in Table 22 below, the overall fragrances, the prestige fragrances, and the prestige female fragrances markets are also affected:

Table 22: Denmark – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male Mass All Mass Male Prestige All Prestige Male Prestige Female

[10-20]% [10-20]% [20-30]% [30-40]% [10-20]% [5-10]% [10-20]%

[10-20]% [10-20]% [0-5]% [0-5]% [10-20]% [20-30]% [5-10]%

[20-30]% [30-40]% [20-30]% [30-40]% [20-30]% [30-40]% [20-30]%

522(522) Therefore, market shares would remain moderate, reaching at most [30-40]%, on all the affected markets.

523(523) Mass and male mass fragrances markets are affected when considering the Target Businesses actual sales data even though Euromonitor reports no market share for the Target Businesses. In any event however, the Target Businesses have only some very limited presence in Denmark in these markets. The increment brought about by the Transaction is therefore very limited in these markets, so that so that there would be no material Transaction-specific effect in the mass and male mass fragrances markets.

524(524) Moreover, strong competitors would remain on all affected markets, including L'Oréal and Chanel (having market shares in the prestige fragrances market of [20-30]% and [5-10]% respectively, and in the overall fragrances market of [10-20]% and [5-10]%). L'Oréal will also have significant market shares in the male

293 [Business secrets redacted].

294 [Business secrets redacted].

295 Form CO, paragraph 1721.

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fragrances market ([10-20]%), and in the prestige male fragrances market ([20-30]%).

525(525) Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Denmark.

526(526) Overall, the Commission considers that given in particular the low combined market shares of the Parties and the presence of significant competitors, the Transaction is unlikely to raise any significant competition concerns in the Danish fragrances markets.

527(527) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Denmark, under any plausible segmentation.

5.3.3.15.2.2. Norway

528(528) In Norway, the prestige fragrances, the male fragrances, the mass and prestige male fragrances markets are affected, with combined market shares of respectively [20-30]%, [30-40]%, [20-30]%, and [30-40]%. The overall fragrances, the female fragrances and prestige fragrances markets are also affected as described in Table 23 below:

Table 23: Norway – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male All Female Mass Male Prestige All Prestige Male Prestige Female

[10-20]% [5-10]% [10-20]% [5-10]% [10-20]% [5-10]% [5-10]%

[10-20]% [20-30]% [10-20]% [20-30]% [10-20]% [20-30]% [10-20]%

[20-30]% [30-40]% [20-30]% [20-30]% [20-30]% [30-40]% [20-40]%

529(529) Therefore, the market shares of the merged entity would remain moderate, reaching at most [30-40]%, on all the affected markets.

530(530) Moreover, strong competitors would remain, including L'Oréal and LVMH (having e.g. market shares in the prestige fragrances market of respectively [10-20]% and [10-20]%). L'Oréal and Puig will also still hold market shares of respectively [20-30]% and [5-10]% in the male fragrances market. In the prestige male fragrances market, where the Parties' combined market share is the highest, L'Oréal and Puig will also be strong competitors, with market shares of respectively [20-30]% and [10-20]%

531(531) Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Norway.

532(532) Overall, the Commission considers that in particular given the low combined market shares of the Parties and the presence of significant competitors, the Transaction is unlikely to raise any significant competition concerns in the Norwegian fragrances markets.

533(533) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Norway, under any plausible segmentation.

5.3.3.15.2.3. Sweden

534(534) In Sweden, the prestige male fragrances, the prestige fragrances, and the male fragrances markets are affected, with combined market shares of respectively [30-40]%, [30-40]%, and [20-30]%. The overall fragrances, the female fragrances and the prestige female fragrances are also affected as described in Table 24 below:

Table 24: Sweden – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male All Female Prestige All Prestige Male Prestige Female

[10-20]% [5-10]% [10-20]% [10-20]% [5-10]% [10-20]%

[10-20]% [10-20]% [5-10]% [10-20]% [20-30]% [10-20]%

[20-30]% [20-30]% [20-30]% [20-30]% [30-40]% [20-30]%

535(535) Therefore, the market shares of the merged entity would remain moderate, reaching at most [30-40]% on all the affected markets.

536(536) Moreover, strong competitors would remain, including L'Oréal and Unilever (having e.g. market shares in the overall fragrances market of respectively [10-20]% and [5-10]%, and in the male fragrances market of [20-30]% and [10-20]%). L'Oréal will also still hold market shares of [20-30]% in the prestige fragrances market and of [10-20]% in the prestige female fragrances market. In the prestige male fragrances market, where the Parties' combined market share is the highest, L'Oréal and Puig will also will also be strong competitors with market shares of respectively [20-30]% and [10-20]%

537(537) Finally, no material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Sweden. One Swedish retailer explained that "There are still large actors on the Swedish market e.g L'Oréal, Sörensson."

538(538) Overall, the Commission considers that in particular given the low combined market shares of the Parties and the presence of significant competitors, the Transaction is unlikely to raise any significant competition concerns in the Swedish fragrances markets.

296 See replies to Q2 – questionnaire to customers, question 52.1.1.

102

5.3.3.15.3. Conclusion

540(540) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Denmark, Norway, and Sweden neither separately nor viewed together as a possible country cluster, under any plausible segmentation.

5.3.3.16. Slovenia

5.3.3.16.1. Parties' activities

541(541) In Slovenia, Coty supplies fragrances under the following brands: adidas, Balenciaga, Beyoncé, Calvin Klein, Cerruti, Chloé, Chopard, David Beckham, Davidoff, Guess, Jil Sander, Joop!, Katy Perry, Marc Jacobs, Miu Miu, Playboy, and Roberto Cavalli. Coty distributes its prestige fragrances in Slovenia via the distributor [Business secret – name of distributor] and its mass fragrances via the distributor [Business secret – name of distributor].

542(542) The Target Businesses supply the following fragrances brands: Bruno Banani, Escada, Gabriela Sabatini, Gucci, Lacoste, Hugo Boss and James Bond. P&G distributes its fragrances in Slovenia via the distributor [Business secret – name of distributor].

5.3.3.16.2. Commission's assessment

543(543) In Slovenia, the fragrances market, prestige fragrances segment and mass fragrances segment are affected. As described in the table below, a further split of the fragrances market and the prestige fragrances and mass fragrances markets into male and female markets would result in further affected markets.

544297 (544) The Parties' market shares in the affected fragrances markets in Slovenia amount to the following figures in 2014:

Table 25: Slovenia – fragrances (2014)

Fragrances

Coty's share

Target's share

Combined share

All All All Male Mass All Mass Male Mass Female Prestige All Prestige Male Prestige Female

[10-20]% [10-20]% [10-20]% [10-20]% [10-20]% [20-30]% [10-20]% [10-20]% [10-20]%

[10-20]% [10-20]% [10-20]% [10-20]% [5-10]% [10-20]% [10-20]% [10-20]% [20-30]%

[20-30]% [20-30]% [30-40]% [20-30]% [20-30]% [30-40]% [30-40]% [20-30]% [30-40]%

297 As described in Section 5.1.2, the Parties submit that the evidence suggests that the increment to the Target Businesses’ share in Slovenia should be materially lower. The Parties note that the company level increment associated to P&G’s fragrances share is likely to be related to P&G brands which are not part of the Proposed Transaction, in particular Christina Aguilera which is not explicitly captured in the Euromonitor brand level data. The Commission has verified that the adjustments proposed by the Parties for Slovenia are in line with the composition of the brand portfolio which is within the scope of the Transaction at the day of notification and therefore considers the adjustments to be acceptable in light of the dynamic competitive assessment the Commission conducts.

103

545(545) Therefore, the Parties' combined market shares would remain moderate, reaching at most [30-40]%, in all the affected markets.

546(546) Moreover, in each of the affected markets, strong competitors would remain, including L'Oréal (with market shares in the overall, male and female fragrances markets of respectively [10-20]%, [10-20]% and [10-20]%) and Luxess (with market shares in the overall, male and female fragrances markets of respectively [5-10]%, [5-10]% and [5-10]%),). Post Transaction, the same international companies will compete with the Parties in the remaining affected market delineations. In 2014, L'Oréal and Luxess respectively had shares of [10-20]% and [5-10]% in the mass fragrances market, of [10-20]% and [10-20]% in the mass female market and [10-20]% and [5-10]% shares in the mass male fragrances market. In the overall prestige fragrances market, where the Parties combined market share is the highest, significant competitors such as Chanel would remain, with market shares of [10-20]%. In the prestige male fragrances market, LVMH's market shares amounted to [10-20]%, followed by Chanel with [5-10]% and L'Oréal with [5-10]%. In the prestige female fragrances market, Chanel is the biggest competitor of the Parties, with [20-30]%, followed by Elizabeth Arden ([10-20]%) and Puig ([5-10]%).

547(547) Finally, a competitor expressed concerns that the Transaction would strengthen the merged entity's position in the mass female and mass male fragrances, quoting scanner data market shares. However, for the reasons outlined in Section 5.1, the assessment of market shares and market characteristics is best served by the Euromonitor data.

548(548) No further material concern on the effects of the Transaction was raised by respondents to the market investigation about fragrances in Slovenia.

549(549) Besides, a majority of respondents to the market investigation indicated that there will be sufficient competition to prevent the merged entity from raising prices post Transaction.

550(550) Overall, the Commission considers that in particular given the low combined market shares of the Parties and the presence of significant competitors, the Transaction is unlikely to raise any significant competition concerns in the Slovenian fragrances markets.

5.3.3.16.3. Conclusion

551(551) In view of the above, and considering all evidence available to the Commission, the Transaction does not raise serious doubts as concerns the market for fragrances in Slovenia, under any plausible segmentation.

5.3.3.17. Country cluster – UK and Ireland

5.3.3.17.1. Parties' activities

552(552) In the UK and Ireland, Coty supplies fragrances under the following brands: adidas, Balenciaga, Beckham, Beyoncé, Bottega Veneta, Calvin Klein, Céline Dion, Cerruti, Chloé, Chopard, Davidoff, Enrique Iglesias, Guess, Jennifer Lopez, Joop!, Jovan,

298 Replies to Q1 - questionnaire to competitors, question 61.1, Q2 – questionnaire to customers, question 52.1; and Q5 - questionnaire to distributors, question 52.1.

104

Katy Perry, Lady Gaga, Marc Jacobs, Miu Miu, philosophy, Playboy, Roberto Cavalli, Vera Wang and Vivienne Westwood.

553(553) Coty negotiates and sells products direct to retailers in the UK. Prestige fragrances are sold to department stores in Ireland through contacts in the UK (since all department stores in Ireland are owned by UK Groups). A small amount of prestige fragrances are sold direct to local customers in Ireland. Mass fragrances are supplied in Ireland to local customers via a distributor (Jaymark). It is estimated that approximately [5-10]% of Coty’s business in the UK/Ireland country cluster concerns Irish customers without a presence in the UK. While prestige fragrances are generally supplied through Coty UK, for mass products (including colour cosmetics and celebrity fragrances) Coty estimates that approximately 2/3rds of all customers in Ireland purchase their goods in Ireland.

554(554) The Target Businesses are active with the following fragrance brands: James Bond, Bruno Banani, Mexx, Escada, Gucci, Hugo Boss, Lacoste and Stella McCartney.

555(555) [Business secret – operational information]; they sell directly to retailers in the prestige channel and use two distributors for various mass fragrances. In Ireland, fragrances are sold directly from the UK to large customers or through a distributor. Irish customers often source their needs from both the UK and Ireland. As an example, the Target Businesses directly supply [Business secret – operational information], which then exports products to [Business secret – operational information]. Similarly, [Business secret – operational information] imports products from [Business secret – operational information]. According to the Target Businesses’ best estimate, the purchasing part of direct supplies to Irish customers would represent 80% of the Irish consumption.

5.3.3.17.2. Commission's assessment

5.3.3.17.2.1. UK

556(556) At country level, the following markets are affected:

557(557) In the UK the fragrances market, as well as the prestige, male, and prestige male markets are affected, as described below:

Table 26: UK– fragrances (2014)

Coty's share

Target's share

Combined share

Fragrances

All All All Male Prestige All Prestige Male