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Colour Cosmetics in
Georgia

Country Report

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Executive Summary

Jun 2019
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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Colour Cosmetics in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Colour Cosmetics industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Colour Cosmetics industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Colour Cosmetics in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Colour Cosmetics in Georgia?
  • What are the major brands in Georgia?
  • What are the key innovation trends in make up?
  • What is the evolution of mass colour cosmetics versus their premium counterparts?

Why buy this report?

  • 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

This industry report originates from Passport, our Beauty and Personal Care market research database.

Colour Cosmetics in Georgia - Category analysis

HEADLINES

PROSPECTS

The aftermath of currency devaluation affects volume growth
Growing social media exposure influences changing trends
Skin care trends are having an impact on colour cosmetics

COMPETITIVE LANDSCAPE

Direct sellers vs store-based retailers vs online retailers
L’Oréal Groupe leads, along with direct sellers
Direct selling remains a major distribution channel

CATEGORY DATA

Table 1 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 2 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 3 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 5 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 7 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 8 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Georgia - Industry Overview

EXECUTIVE SUMMARY

Economic development leads to higher spending on beauty and personal care
The volatile currency hinders volume growth
The Procter & Gamble Co leads beauty and personal care
The development of modern retailing threatens traditional channels
A positive outlook for beauty and personal care

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources