Colour Cosmetics in Georgia

PROSPECTS

Colour cosmetics expected to see lower growth over the forecast period

Colour cosmetics is fully dependent on imports with no local production present at the end of the review period. Therefore, the category has been affected by local currency devaluation waves that were evident, starting from the end of 2014.

Minor categories expected to continue emerging

The brightest example of emerging categories is BB/CC creams, which managed to record double-digit value growth in 2017, as well as over the review period. The growing awareness among consumers and the search for new products will also help BB/CC creams to continue emerging over the forecast period.

Competition between direct sellers and store-based retailers to maintain price stability

The competition between direct sellers and store-based retailers will support the overall growth of colour cosmetics over the forecast period. The two distribution channels are and will be competing in terms of innovations, variety of offerings and prices.

COMPETITIVE LANDSCAPE

Regardless of strong competition, L’Oréal Groupe remains leader

In 2017, L’Oréal Groupe retained its leadership of colour cosmetics in 2017. The company even managed to expand its presence; L’Oréal Groupe offers a wide portfolio of products mainly in eye make-up, facial make-up, lip products, as well as the quickly developing colour cosmetics sets/kits.

Strong direct sellers

Avon Georgia and Oriflame Georgia both ranked in the top five in colour cosmetics in 2017. The direct sellers offer affordable products, which are of high quality and due to direct marketing, availability reaches not only urban areas but also rural areas.

Positive outlook for premium products

In terms of value share, the performance of premium colour cosmetics is slowly improving. LVMH Moët Hennessy Louis Vuitton is facing a gradual, smooth increase in its value share.

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