Colour Cosmetics in Russia

PRE-COVID-19 PERFORMANCE

Growth is low in 2019 as millennial consumers increasingly move from colour cosmetics to skin care, and frequent promotions damage sales

Growth was low for colour cosmetics in 2019, due to several factors. Firstly, there was a rising trend in Russia where some consumers were moving away from colour cosmetics to opt for a more natural appearance, shifting their interest to skin care, rather than make-up.

In 2019, added skin care features and a growing number of shades/tints drive values sales for colour cosmetics

In 2019, there was a growing number of shades/tints in foundations, that are applicable for women with different skin colours. Furthermore, more Russian consumers were choosing colour cosmetics which offered additional features such as moisturising or sun protection.

L'Oréal Russia continues to lead the competition in 2019, while Kiko Milano shifts to a franchising model and direct sellers continue to decline

L'Oréal Russia retained its leading position in colour cosmetics in value terms in 2019, thanks to a wide portfolio of goods, with brands across all colour cosmetics areas which are widely available through key distributors. Despite this, brands Maybelline and L'Oréal Paris continued to perform poorly in 2019, due to the increased competitiveness in the landscape.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 15% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected decline of 5% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

The COVID-19 pandemic in Russia is set to impact all areas of colour cosmetics, with every product predicted to record a decline in growth for 2020. Although several areas in colour cosmetics, such as nail polish, lip products and colour cosmetic sets/kits recorded a constant value decline in 2019, the impact of COVID-19 is expected to severely increase these declines in 2020.

Recovery and opportunities

With COVID-19 resulting in a decline for all areas of colour cosmetics in 2020, colour cosmetics is predicted to see a strong recovery in 2021, driven by consumers wishing to invest more in products, as they begin to socialise. This will see a huge uplift for mass products, such as mass eye make-up, mass mascaras, mass foundations/concealers, as consumers are willing to once again invest in these items.

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