Colour Cosmetics in Georgia

PROSPECTS

The aftermath of currency devaluation affects volume growth

Like numerous other beauty and personal care categories, colour cosmetics is completely dependent on imports, with no local production present in Georgia. Therefore, the category was affected by the waves of local currency devaluation which were seen in the country since 2014 and continued throughout the review period.

Growing social media exposure influences changing trends

Colour cosmetics are used by Georgian women of various ages and income groups. Traditionally, eye and face products are the most popular, and women follow Western beauty trends in applying these products.

Skin care trends are having an impact on colour cosmetics

Yet another major trend in beauty and personal care in Georgia is a growing focus on healthy-looking skin. There is therefore a rising trend for products that combine skin care and make-up, as well as having long-lasting effects across categories (lips, face), and are easily removable.

COMPETITIVE LANDSCAPE

Direct sellers vs store-based retailers vs online retailers

Although generally targeting slightly different audiences, the competition between direct sellers, online retailers and store-based retailers will support the overall growth of colour cosmetics over the forecast period and shape trends. Distribution channels are competing and will continue to compete in terms of innovation, variety of products offered and prices.

L’Oréal Groupe leads, along with direct sellers

L’Oréal Groupe continued to lead colour cosmetics in Georgia in value terms in 2018. Its globally strong brand recognition, extensive brand and product portfolio, as well as wide advertising, all contribute to the strong image of the company’s brands amongst local consumers.

Direct selling remains a major distribution channel

Modern retail channels are developing rapidly in Georgia and taking sales from long-established formats. Direct selling nevertheless remains one the of the major distribution channels, with numerous global brands supporting its presence, including Avon, Oriflame and Faberlic.

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