Colour Cosmetics in Russia

PROSPECTS

Growing discounting in colour cosmetics leads to a decline in sales

The end of the review period was marked by increasing promotional activities and discounting in colour cosmetics. In 2018, heavy discounting was more evident in mass than premium colour cosmetics, leading to a current value decline in that price segment.

The boundary between premium and mass colour cosmetics is becoming blurred

More mass brand owners are offering colour cosmetics with quality comparable to that seen in the premium segment. For example, 2018 saw the relaunch of Lumene, traditionally a mass brand, at higher unit prices due to improved product quality as well as more sophisticated packaging.

Added-value features on the rise in colour cosmetics

More Russian consumers are choosing colour cosmetics which offer additional features such as moisturising, sun protection, etc. In order to be on-trend, manufacturers launched more such products at the end of the review period.

COMPETITIVE LANDSCAPE

L'Oréal Russia leads colour cosmetics

L'Oréal Russia remained the leading player in colour cosmetics in 2018. The company benefits from a wide product portfolio, offering brands in all categories, which are also widely available through key distribution channels such as beauty specialist retailers, drugstores and pharmacies.

Direct sellers lose value share

In 2018, most companies operating in the direct selling channel in colour cosmetics recorded a significant decline in value sales. The most affected were Avon Products, Oriflame Cosmetics, Faberlic, Amway and LR Rus.

High number of new launches in premium lipstick

At the end of the review period the Guerlain brand benefited from the launch of its Rouge G lipstick range in Russia. The Rouge G line offers more than 20 different lipstick cases, in different finishes, textures and colours, as well as 25 shade variations, thus enabling consumers to customise their lipstick.

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