Mass Beauty and Personal Care in Russia

PRE-COVID-19 PERFORMANCE

Low disposable incomes result in most consumers waiting for deals and discounts before purchasing beauty and personal care items in 2019

The end of the review period did not see any significant improvement in economic indicators, with consumers' disposable incomes remaining low in 2019. With low disposable incomes, impulse purchases were similarly low during the year.

Mass make-up products align with the quality of premium goods, with Korean beauty encouraging consumers to shift to mass make-up products in 2019

The quality of mass make-up improved in 2019, aligning with the quality of premium goods. This shifts the premium makeup section into becoming mass items, with no difference between the quality of these products.

L'Oréal Russia retains its lead, with competitors focusing on natural and organic launches in 2019

L'Oréal Russia continued to lead mass beauty and personal care in 2019. The player preserved its substantial presence in mass colour cosmetics, deodorants, hair care, skin care and adult sun care.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to decline by 8% overall in 2020 in 2019 constant value terms in light of the impact of COVID-19. This decline is expected to be impacted by borders being closed 15 March, and lockdown declared in certain regions from 30 March 2020.

Affected products within mass beauty and personal care

With the government implementing a lockdown in some regions of Russia from March 2020, most consumers were spending more time at home, with many having growing fears around their financial situations. This led to most areas in mass beauty and personal care being impacted by the outbreak; however, some areas were impacted more significantly than others.

Recovery and opportunities

2020 is predicted to result in a decline in all areas for mass beauty and personal care, with the exception of mass face masks, due to lockdown and social distancing, store closures, and consumers focusing on cost-savings during a time of uncertainty. However, by 2021 mass beauty and personal care is predicted to record a slight value growth at constant 2019 prices, before dipping back to a decline for the remainder of the forecast period.

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