Colour Cosmetics in Ukraine

PROSPECTS

Colour cosmetics benefits from consumer interest in professional-like make-up

Colour cosmetics is a vital product for many Ukrainian women who traditionally desire to appear attractive and well-groomed. A number of people use colour cosmetics on a daily basis, especially mascara and lipstick.

Mass cosmetics generates bulk of category sales in Ukraine

Colour cosmetics positioned in the mass segment maintained the strongest appeal among Ukrainian consumers. While premium brands benefited from higher consumer interest compared to mass brands in 2017, ongoing low income levels prevented premium brands from realising their full potential.

Active innovation stirs consumer demand in colour cosmetics

New product development was particularly active in colour cosmetics in 2017 as all manufacturers regularly upgraded their assortments with new colours (eg Mary Kay lipstick was launched in 13 colours), improved formulations (eg Yves Saint Laurent The Shock Mascara), packaging for better application (eg Lancôme Monsieur Big Brow pencil-shadows for brows with a kabuki brush) and entered new colour cosmetics subcategories (eg Giorgio Armani). Such regular innovations were highly tempting for Ukrainian women, stimulating their urge to replace less fashionable colour cosmetics (eg lip gloss lost its popularity with lipsticks gaining stronger appeal; semi-transparent lipstick was substituted by denser texture in lipsticks, including matte ones).

COMPETITIVE LANDSCAPE

Multinational brands appeal most to Ukrainian consumers

Multinational companies, typically very active in innovative NPD and aggressive advertising support of their brands (eg Maybelline New York, L’Oréal Paris), are particularly strong in colour cosmetics in Ukraine. L’Oréal Ukraine TOV, apart from the above factors, has also established efficient distribution coverage.

Mono-brand stores – promising distribution format in colour cosmetics

Mono-brand stores were among the successful players in colour cosmetics in Ukraine in 2017 as such brands (NYX, Mac, Inglot) are associated with high quality and wide assortments of high-quality colour cosmetics characteristic of professional make-up products. High customer service levels are also a competitive feature of these outlets.

Non-store retailing makes significant contribution to colour cosmetics sales

Non-store retailing, especially through the efforts of direct selling companies such as Avon Cosmetics Ukraine DP, Oriflame Cosmetics Ukraine DP and Mary Kay (Ukraine) Ltd TOV occupying strong positions in the category, is an important distribution channel for colour cosmetics in Ukraine. Its appeal is through wide and constantly upgraded assortments as well as good reach to consumers nationwide.

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