Demand for colour cosmetics declined in 2020 as many consumers chose home seclusion to safeguard themselves and their families from COVID-19 during the height of the pandemic. This combined with rising numbers of people working from home negated the use of colour cosmetics and reduced interest in personal appearance.
Emotions are a strong driver for purchases of colour cosmetics. During the first half of 2020, consumers limited their number of visits to brick-and-mortar stores as well as limiting their time spent shopping in public places, thereby negatively impacting volume sales.
L'Oréal Groupe retained the lead in 2020, some distance ahead of second ranking Oriflame Cosmetics IOOO. L’Oréal Groupe launched a high profile advertising campaign and frequently offered significant price discounts at the end of the review period.
Constant retail value sales growth of colour cosmetics is set to rebound in 2021 as life begins to normalise in the latter half of the year. People are likely to start socialising again, with many going back into workplaces, shopping at brick-and-mortar stores, and spending more time outdoors.
Declining disposable incomes and growing unit prices will encourage many Belarusians to economise in the short term. Consequently, many Belarusian women will be price sensitive and reconsider their priorities, purchasing only colour cosmetics products that are needed.
L’Oréal started making its colour cosmetics products available at drugstores/parapharmacies during 2020. The company rearranged colour cosmetics shelves at Mila, a leading drugstore chain in Belarus, making its products look more attractive and organised.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Belarus, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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