Colour Cosmetics in Kazakhstan

PROSPECTS

Other facial make-up, BB/CC creams and foundation/concealer lead growth

The fastest growing colour cosmetics areas in 2017 were other facial make-up, BB/CC creams and foundation/concealer. The face countering and strobing trend is fuelling demand for primers, highlighters and countering kits.

Preferences differ by region

In Kazakhstan, people from different regions tend to have different preferences. For example, women from the north tend to prefer light and gentle colour cosmetics, while minimalist and natural-look make up is also popular.

Mascara and nail products competing with artificial eyelashes and gel manicure

Artificial eyelashes and gel coating manicure services are popular in beauty salons in Kazakhstan. This trend emerged in 2015 and continued to fuel development in 2017.

COMPETITIVE LANDSCAPE

Strong marketing support from leading players

Colour cosmetics are mainly promoted and advertised via the internet, especially official companies’ webpages and social media sites or through bloggers. Also, frequent advertising is seen in stores and magazines for brands such as Max Factor, L’Oréal, Isadora, Maybelline, Mac and Essence.

Growing popularity of Chinese products among low income consumers

Since the devaluation of the local currency in 2014 and 2015 and the decrease in purchasing power among lower income consumers, there has been a continued trend towards purchasing cheap, poor-quality, Chinese goods. Such products are usually fakes of popular premium brands and are widely available in open markets and bazars.

Young women driving new product development

In Kazakhstan, young women under the age of 36, tend to be most interested in bright and interesting new product developments. Young women are more open to new experiments and trying new colours and textures and looking differently on various occasions.

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