Overall mass beauty and personal care as well as several subcategories recorded declining demand in 2020 in response to COVID-19 in Georgia. Home seclusion limited demand for non-essential products such as mass colour cosmetics, mass fragrances and mass sun care as local consumers spent significant amounts of time at home.
Another factor slowing down the performance of mass beauty and personal care in 2020 was the devalued local currency. The devaluation of local currency in 2020 pushed up unit prices for imported products, and since most mass beauty and personal care products are imported it had a distinct impact on sales.
The distribution channel of direct selling continued to increase its importance within the mass beauty and personal care environment in Georgia in 2020. Direct selling brands Avon, Oriflame, and Faberlic retained their overall leadership of mass beauty and personal care in 2020 thanks to their extremely high flexibility in product offers and superior pricing with frequent discounting campaigns.
Mass beauty and personal care is set to return to much stronger current value growth in 2021, gradually strengthening over the course 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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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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