Mass Beauty and Personal Care in Ukraine

2020 IMPACT

Increasing price sensitivity as a result of pandemic forces consumers to prioritise spending, resulting in overall low declines for mass beauty and personal care

In 2020, the emergence of COVID-19 in Ukraine proved to be a negative factor for many mass beauty and personal care categories. From mid-March until May, a lockdown introduced by the government in an attempt to control the spread of the virus was enforced, resulting in the closure of retailers deemed to be non-essential, while grocery retailers and chemists/pharmacies were permitted to continue trading.

Home seclusion and self-care trends have polarising impact on certain categories

The home seclusion trend significantly reduced demand for mass colour cosmetics in 2020, while limited travel opportunities resulted in the strongest declines for mass sun care in 2020. Furthermore, mass colour cosmetics struggled due to the need to wear face masks outside in public, and therefore facial make-up and lip products were particularly affected.

Multinationals continue to dominate mass beauty and personal care in 2020 but local player Elfa benefits from stockpiling of liquid soap

Multinational companies including leader L'Oréal, Beiersdorf, Unilever, Avon Cosmetics and Procter & Gamble continued to dominate mass beauty and personal care in 2020, traditionally benefiting from wide distribution and strong and varied innovative product portfolios. However, direct selling players such as Avon Cosmetics and Oriflame Cosmetics experienced notable loss of value share and double-digit current value declines, as sales agents were unable to effectively compete due to limited face-to-face consultations.

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