Colour Cosmetics in Belarus

PROSPECTS

Category registers strong current retail value growth

In 2017, colour cosmetics products remained highly popular in Belarus as local women continued to pay high attention to their appearance. In 2017, eye make-up registered the strongest current retail value growth as women continued to apply eye make-up on a daily basis.

Growth of drugstores and beauty specialist retailers stimulates category growth

In 2017, drugstores was the fastest-growing distribution channel in Belarus. Colour cosmetics products accounted for a large proportion of the products sold through these outlets.

Presence of key international players stimulates growth

The strong presence of major foreign players greatly influenced category development in 2017. Growing availability and the wide product ranges offered by foreign companies positively contributed to retail value growth.

COMPETITIVE LANDSCAPE

International players retain their strong positions

Despite the growing popularity of inexpensive local brands, some foreign players strengthened their positions. L’Oréal Groupe significantly improved its retail value share, while Oriflame Cosmetics IOOO’s share remained stable.

Although constantly growing, local companies have limited product ranges

Local companies continued to increase their product ranges but these remained limited compared to those of foreign players. Local companies, such as Belor Design SP OOO and Lux-Visage OOO, constantly launched new products but offered only a couple of products per category.

Growing number of women purchase colour cosmetics at discounted prices

Competition continued to be based on price. While some women chose quality over price and purchased their favourite products despite the price, many still sought the best combination of quality and price.

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