Overall, mass beauty and personal care saw a return to positive growth in current value terms in 2021. This was largely driven by the devaluation of the local currency which caused unit prices to rise for imported products, and since most mass beauty and personal care products are imported, it had a distinct impact on sales.
In 2021, the preventive hygiene trend continued to support demand for products such as bar soap and other mass bath and shower products, as local consumers remained careful to avoid spreading germs through frequent handwashing, while essential beauty and personal care products such as mass deodorants, body care, facial care, and baby and child-specific products sustained positive current value sales growth in 2021.
In 2021, beauty specialists remained the leading sales channel for beauty and personal care products in Georgia, followed by direct selling in second place. Direct selling brands Avon, Oriflame, and Faberlic retained their overall leadership of mass beauty and personal care in 2021 in brands terms thanks to their extremely high flexibility in product offers and superior pricing with frequent discounting campaigns.
Mass beauty and personal care is set to achieve steady current value growth in 2022 and over the rest of the forecast period. Mass products will likely continue dominating beauty and personal care in the forecast period due to the high proportion of lower-income consumers in Georgia, particularly those residing in rural areas of the country.
In the forecast period, the biggest change expected in mass beauty and personal care will be the development of e-commerce. The emergence of the pandemic and the subsequent lockdown revealed that online retailing and home delivery was still underdeveloped in Georgia.
In line with the expected growth of e-commerce, digital marketing and promotion is set to become even more important to mass beauty and personal care in the forecast period. Indeed, the promotion of mass beauty and personal care products was strongly supported by the growing popularity of social media, beauty bloggers and celebrities in the review period.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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