Strategy Briefing

Colour Cosmetics in Eastern Europe

61 pages, Jul 2019

US$1,325

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About This Report

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Eastern Europe remains small in terms of global spending on colour cosmetics. Growth dynamics is undermined by increasing price competitiveness and economic difficulties in largest markets such as Russia and Ukraine. Facial make up benefits from premiumisation trend in economically-stable markets while eye and lip segments are primarily supported by product extensions and innovations. Leading companies, focused on younger digitally-savvy audience, benefiting from affordable and trendy make-up.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Key Findings

Colour cosmetics records uneven performance in Eastern Europe

Eastern Europe represents a small share of total global spending on colour cosmetics, lagging behind developed regions. Despite high unmet potential, the market struggles to generate robust growth due to major regional discrepancy in terms of disposable income and consumer addiction to discounts.

Consumer preferences vary depending on cultural and financial aspects

The glamour beauty trend supports eye and lip make-up, which remains strong in post-soviet markets such as Russia, Ukraine and Belarus. In contrast, consumers from central Europe are more inclined to neutral and “no make-up” looks that benefit growth and premiumisation of facial make-up.

Leading players focus on younger digitally-savvy consumers

Digitalisation increasingly penetrates the make-up segment thanks to accelerating efforts of leading companies in targeting millennials and Generation Z. L'Oréal, Estée Lauder and LVMH enlarge and strengthen their brand portfolios and product ranges with affordable “professionally” claimed make-up in order to withstand growing pressure from smaller disruptors.

Direct selling ceding ground to physical stores and internet retailing

In-store shopping remains the most convenient and trusted way to purchase cosmetics in Eastern Europe. Over 2013-2018, leading store-based retailers have benefited from wide product ranges, better availability and personalised in-store experiences and services. Thus, this sharply undermined positions of direct selling that additionally suffered from soaring internet retailing sales.

The blurring boundary between premium and mass

Digital excellence supports growing consumer awareness. Consumers are less willing to overpay for brand name and aspirations, while more opting for product effectiveness and tangible benefits. Thus, changing consumer status symbols are increasingly blurring lines between premium and mass make-up.

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Introduction

Scope

introduction

Key findings

Regional Overview

E astern Europe remains weak in colour cosmetics

Value sales anticipated to recover over the forecast period

Make-up preferences vary in the biggest markets

Facial make-up soars in smaller countries

Russia performs far worse than other regional countries

Uneven performance limits absolute value growth

Competition between segments, products and brands intensifies

Store-based retailing leads within increasingly diversifying distribution

Distribution is modernising and becoming more competitive

Leading Companies and Brands

Leading companies preserve breakaway despite the growing tension

Professional and niche brands help leading players to stay afloat

Overreliance on biggest markets endangers leading players

Direct sellers are under attack giving way to leading retail brands

Forecast Projections

Huge regional discrepancy is expected to disrupt market growth

Uneven economic development contributes to sluggish growth

Habit persistence, GDP growth and soft drivers contribute to growth

Innovations and promotion are key soft drivers over the forecast period

Country Snapshots

Belarus: market context

Belarus: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Russia: market context

Russia: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

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Megatrends

Strategy Briefing

Colour Cosmetics in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Colour cosmetics records uneven performance in Eastern Europe

Consumer preferences vary depending on cultural and financial aspects

Leading players focus on younger digitally-savvy consumers

Direct selling ceding ground to physical stores and internet retailing

The blurring boundary between premium and mass

Want to find out more about this report?

Table of Contents

Introduction

Scope

introduction

Key findings

Regional Overview

E astern Europe remains weak in colour cosmetics

Value sales anticipated to recover over the forecast period

Make-up preferences vary in the biggest markets

Facial make-up soars in smaller countries

Russia performs far worse than other regional countries

Uneven performance limits absolute value growth

Competition between segments, products and brands intensifies

Store-based retailing leads within increasingly diversifying distribution

Distribution is modernising and becoming more competitive

Leading Companies and Brands

Leading companies preserve breakaway despite the growing tension

Professional and niche brands help leading players to stay afloat

Overreliance on biggest markets endangers leading players

Direct sellers are under attack giving way to leading retail brands

Forecast Projections

Huge regional discrepancy is expected to disrupt market growth

Uneven economic development contributes to sluggish growth

Habit persistence, GDP growth and soft drivers contribute to growth

Innovations and promotion are key soft drivers over the forecast period

Country Snapshots

Belarus: market context

Belarus: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Czech Republic: market context

Czech Republic: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Russia: market context

Russia: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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