Colour Cosmetics in Ukraine

2020 IMPACT

Home seclusion trend significantly reduces demand for colour cosmetics in 2020

The home seclusion trend as a result of the pandemic-induced lockdowns in 2020 which included remote working and limited socialising opportunities, had a significant impact on demand for colour cosmetics, with all areas of the category experiencing declines in both volume and current value sales. Even as consumers ventured outside of their homes to shop for essential goods or as restrictions were relaxed in the summer months, requirements to wear facial masks in public places reduced the need to wear a full face of make-up, while economising resulted in many consumers turning to colour cosmetics that they already owned rather than making non-essential purchases for products that were being used less frequently during the year.

Mask wearing in public strongly impacts demand for facial make-up and lip products

Facial make-up and lip products experienced the strongest declines in 2020 due to the wearing of face masks when consumers did venture outside of their homes, while lip care under skin care offered some competition to lip gloss in terms of moisturising. However, while innovation during the year was scarce due to declining demand, some players launched new products in an effort to encourage sales; Mary Kay for instance introduced new lipstick colours during the summer, resulting in marginal share gain despite overall declining sales.

International brands continue to lead, although direct sellers suffer stronger declines

International players remained well presented within colour cosmetics in 2020, with L’Oréal Ukraine strengthening its overall leadership by offering a portfolio of economy, standard, luxury and dermocosmetics brands, including Maybelline New York and L'Oréal Paris. L’Oréal makes significant investments into the advertising of its brands, through television, print and online, and continued to regularly expands its ranges with product innovations including L'Oréal Paris Bambi False Lash Mascara.

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