Colour Cosmetics in Ukraine

PRE-COVID-19 PERFORMANCE

Growth is driven by social media influencers, who encourage purchases of colour cosmetics in 2019

With growing disposable incomes in 2019, colours cosmetics recorded positive growth, boosted by a high percentage of Ukrainian women using colour cosmetics daily. Many Ukrainian women are traditionally attentive to their look and consider make-up an important part of their image.

Innovations drive growth in 2019, with consumers reaching for long-lasting lipsticks, brow products and gel nail polish

Many Ukrainian women actively monitor global trends in fashion, including the most recent make-up trends. For example, the 2019 trend of fuller brows generated demand for related products that aid this look, creating innovation on the landscape.

L’Oréal Ukraine TOV continues to lead, as private label offerings gain share, being available at core chained drugstores throughout the country in 2019

International players continued to lead colour cosmetics in 2019, with L’Oréal Ukraine TOV retaining its lead, offering a portfolio of economy, standard, luxury and dermocosmetics brands. L’Oréal makes significant investments into the advertisements of its brands, through television, print and online, and continued to regularly expands its ranges with product innovations.

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 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

The impact of COVID-19 in Ukraine is expected to result in negative growth for all areas in colour cosmetics in 2020. This decline is the result of consumers staying at home during 2020, with many out of work, reducing the need to wear colour cosmetics.

Recovery and opportunities

The impact of COVID-19 in Ukraine is expected to result in a double-digit decline in growth for all areas of colour cosmetics in 2020, with the industry set to experience a slow recovery over the forecast period. Although growth is predicted to be recorded in 2021, levels will still be low as consumers slowly begin to purchase colour cosmetics, with growth driven by eye make-up and facial make-up, benefiting from increased socialising.

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