Strategy Briefing

Colour Cosmetics in Eastern Europe

Jun 2021

US$1,325

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About This Report

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Eastern European sales of colour cosmetics recorded a steep decline in 2020. Measures introduced to contain the spread of Coronavirus (COVID-19), such as lockdowns, retail closures and mask-wearing, all had a negative impact on sales. Lip products was the worst performer, with this part of the face covered in public when mask-wearing. Colour cosmetics sales will return to positive growth from 2021, but will not reach pre-pandemic levels again before the end of the forecast period.

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Overview

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Key findings

Slowing growth in the pre-pandemic years

Colour cosmetics growth in Eastern Europe had slowed in the two years prior to 2020, with sales in Russia slipping into decline, as industry players targeted price-sensitive Russian consumers with major discounting activity. Widespread discounts were also being used to attract price-conscious shoppers in Ukraine, which resulting in slowing growth here in 2019.

Steep sales decline due to COVID-19

Colour cosmetics was one of the worst-affected BPC categories by the pandemic. The measures to control the spread of COVID-19, including non-essential retail closures and lockdowns, significantly disrupted sales of colour cosmetics. Many felt no need to wear make-up, or as much as usual, when in home seclusion, ie not going out to work or for social occasions. Lip products were seen as superfluous when forced to wear a mask outside the home. Nail products did slightly better than most colour cosmetics, helped by consumers having to bring their nail care into their own homes given the closure of nail and beauty salons.

E-commerce records strong growth in 2020

E-commerce was the major “winner” among the retail channels during the pandemic in 2020, recording dynamic sales and share growth. With some store-based retail channels forced to close during lockdowns and, even when open, shops needing to implement social distancing and other safety/hygiene measures, internet retailing became particularly attractive, especially as it minimised the potential for coming into contact with the virus.

Positive growth over the forecast period

Growth rates will return to positive territory from 2021, but only at relatively modest rates, meaning that Eastern Europe will not reach its pre-pandemic sales levels again before the end of the forecast period, partly due to the continued declines expected in Russia, the region’s biggest market.

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Introduction

Scope

Key findings

Regional Overview

Eastern Europe posts the slowest regional per capita decline in 2020

Eastern Europe to immediately begin a slow recovery in 2021

Lip products the worst performer during the pandemic in 2020

Major losses in Russian lip products and facial make-up

Pandemic-induced sales losses drag down the 2015-2020 performance

Russian declines already holding back the pre-2020 regional performance

Health and beauty specialist retailers account for more than half of sales

E-commerce channel almost doubles its sales share in 2020

Leading Companies and Brands

Less fragmented competitive landscapes over 2015-2020

Direct selling players losing share

Major players all generate their greatest sales in Russia or Poland

Vivienne Sabó continues its upwards momentum in the rankings

Forecast Projections

Eastern Europe will see a return to positive growth from 2021…

…but Russian sales will continue to decline over the forecast period

Future trends to include natural ingredients and the natural look

Country Snapshots

Belarus: Market Context

Belarus: Competitive and Retail Landscape

Bosnia and Herzegovina: Market Context

Bosnia and 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

Georgia: Competitive and Retail Landscape

Georgia: Market Context

Hungary: Market Context

Hungary: Competitive and Retail Landscape

Latvia: Market Context

Latvia: Competitive and Retail Landscape

Lithuania: Market Context

Lithuania: Competitive and Retail Landscape

North Macedonia: Market Context

North 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

Slowing growth in the pre-pandemic years

Steep sales decline due to COVID-19

E-commerce records strong growth in 2020

Positive growth over the forecast period

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Eastern Europe posts the slowest regional per capita decline in 2020

Eastern Europe to immediately begin a slow recovery in 2021

Lip products the worst performer during the pandemic in 2020

Major losses in Russian lip products and facial make-up

Pandemic-induced sales losses drag down the 2015-2020 performance

Russian declines already holding back the pre-2020 regional performance

Health and beauty specialist retailers account for more than half of sales

E-commerce channel almost doubles its sales share in 2020

Leading Companies and Brands

Less fragmented competitive landscapes over 2015-2020

Direct selling players losing share

Major players all generate their greatest sales in Russia or Poland

Vivienne Sabó continues its upwards momentum in the rankings

Forecast Projections

Eastern Europe will see a return to positive growth from 2021…

…but Russian sales will continue to decline over the forecast period

Future trends to include natural ingredients and the natural look

Country Snapshots

Belarus: Market Context

Belarus: Competitive and Retail Landscape

Bosnia and Herzegovina: Market Context

Bosnia and 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: Market Context

Georgia: Competitive and Retail Landscape

Georgia: Market Context

Hungary: Market Context

Hungary: Competitive and Retail Landscape

Latvia: Market Context

Latvia: Competitive and Retail Landscape

Lithuania: Market Context

Lithuania: Competitive and Retail Landscape

North Macedonia: Market Context

North 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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