Colour Cosmetics in Uzbekistan

PROSPECTS

Economic growth will underpin further expansion of colour cosmetics

While overall volume and current value growth rates will be tempered by increasing maturity, the outlook for colour cosmetics over the forecast period is broadly favourable. The category will continue to benefit as economic development and the increasing participation of women in Uzbekistan’s workforce not only increase spending power among female consumers, but also make them more image-conscious.

BB/CC creams expected to show the fastest development

BB/CC creams is projected to be the most dynamic performer in volume and current value growth terms over the forecast period. This is largely because sales are still emerging from a very low base, though the development of the category will also be bolstered by rising disposable incomes and growing appreciation for the benefits of such products among women.

Opportunities for premium products are strongest in facial make-up

Lip products and nail polish look set to remain among the most active colour cosmetics categories in terms of innovation over the forecast period. In particular, it is expected that both will continue to witness frequent launches of new colour variants, especially brighter colours, as well as products that offer greater durability.

COMPETITIVE LANDSCAPE

Gloriya Distribution maintains its lead thanks to success of L'Oréal brands

Gloriya Distribution, which distributes L'Oréal Group’s Maybelline and L'Oréal Paris brands in Uzbekistan, remained the overall leader in colour cosmetics in value terms in 2018. Despite being comparatively expensive, Maybelline and L'Oréal Paris remain very popular among Uzbekistanis thanks to their high quality reputations, wide availability and well developed product ranges.

International brands continue to dominate colour cosmetics

International brands continued to account for the lion’s share of total colour cosmetics current value sales in 2018. This was partly due to early mover advantages in major categories, but also reflective of the fact that imported brands are widely perceived as superior to domestic competitors in terms of quality.

Mass media advertising largely confined to global brands

Strong advertising support is another key factor that underpins the success of international brands in colour cosmetics in Uzbekistan. Global brands such as L'Oréal Paris and Max Factor are regularly advertised on local and Russian TV stations, and also promoted via billboards.

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