Colour Cosmetics in Belarus

PROSPECTS

Slower value growth due to promotions and fading trend of intensive facial make-up

Colour cosmetics in Belarus in 2018 recorded slower current value growth compared to 2017. This was due to very strong promotional activity and the fading trend of intensive facial make-up.

Increasing consumer awareness set to support forecast value growth

In 2018, a limited number of Belarusian women knew how to properly apply make-up, while professional cosmetics services were not widely popular due to their high cost. Due to social media, beauty blogs and make-up tutorials, local women, especially the younger demographic, became increasingly aware of current trends, learning about new products and their benefits.

Busy lifestyles and nude trend negatively impact value growth

In 2018, busy lifestyles continued to affect local consumers. As a result, they welcomed the nude trend in colour cosmetics, which allowed them to spend less time on applying make-up and maintaining their natural beauty.

COMPETITIVE LANDSCAPE

Multinationals strengthen their value share

As 2018 witnessed increasing disposable incomes, Belarusian women had higher spending power which they were willing to spend on colour cosmetics. Intense competition led to active promotions, advertising and discounts.

Newcomers intensify competition within colour cosmetics

2018 welcomed MAC, which opened a single-brand store in one of the local shopping centres. In addition, NYX recorded active sales growth.

Colour cosmetics faces competition from professional services

Professional beauty services recorded intensive development with a growing number of specialists offering long-lasting gel polish for nails making this service affordable to most local consumers. Such a convenient option continued to have a strong negative impact on nail products.

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