Fragrances in Kazakhstan

PROSPECTS

Fragrances leads sales in overall beauty and personal care

Fragrances remained one of the biggest categories within beauty and personal care in Kazakhstan in 2018 in terms of value sales; continuing to be used by Kazakhs on a regular basis. The use of fragrances is part of consumers’ personal image and attractiveness.

The development of niche brands that offer exclusive scents and personalisation

In Kazakhstan, there are a growing number of small brands in fragrances; the reason is that consumers are demanding more unique scents and want to differentiate themselves. For this reason, consumers in the country are more likely to experiment with fragrances and purchase different brands in order to change fragrances depending on the occasion and their mood.

Opportunities for products with a green, eco or organic product positioning

In 2018, the health trend had almost no impact on the fragrances category in Kazakhstan. In online stores and some small beauty specialist retailers, Kazakh consumers have the opportunity to purchase the Florame brand and the Acorelle brand, which have a natural, bio product positioning; however, the accessibility of green and eco fragrances is still limited.

COMPETITIVE LANDSCAPE

Opportunities in mass unisex fragrances

In Kazakhstan, unisex fragrances is still not a large category and has a small volume and value base due to strong conservatism amongst consumers, especially amongst the older generation. However, due to the rise of more modern lifestyles, where the borders between gender and age are becoming more blurred, especially amongst the younger generation, there is an opportunity for the development of unisex fragrances.

Frequent promotions and discounts in beauty specialist retailers

In 2018, continuous active promotions and offers of discounts were seen from the leading beauty specialist retailers, such as Beautymania and Mon Amie. This strategy contributed to consumers getting used to purchasing fragrances at lower prices, and they are not prepared to purchase fragrances at the regular price, as they know that within a short period of time there will be promotional activity with price offers.

Manufacturers of fragrances constantly advertise

Fragrances is a category in Kazakhstan which is constantly advertised at a high level – companies work on presenting fascinating and attractive storytelling with the help of video clips, music and billboards. Companies invest large budgets in advertising fragrances through television, the internet, radio, in stores and on the streets, participating in different events.

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