Premium Beauty and Personal Care in Azerbaijan

PRE-COVID-19 PERFORMANCE

Robust growth for premium beauty and personal care in 2019

Premium beauty and personal care experienced robust growth in 2019 despite the vast majority of consumers, especially in rural areas, having limited discretionary income. Central regions and in particular, the capital city of Baku, drove the strong performance of premium beauty and personal care due to the improved macroeconomic environment.

Beauty specialist retailers remains the key distribution channel

During the review period, premium beauty and personal care was primarily available through beauty specialist retailers, which provide a first-class service and allow the distributors to allocate their own educated and well-trained representatives to serve customers. In addition, beauty specialist retailers created an opportunity for distributors and manufacturers to effectively market their products by using high-quality marketing tools, such as large displays or attractive positioning.

L'Oréal Groupe leads premium beauty and personal care

L'Oréal Groupe & Schwarzkopf & Henkel ZAO were the two most significant companies in premium beauty and personal care in Azerbaijan in 2019. L’Oréal operates across numerous categories of premium beauty and personal care, especially in fragrances, skin care and colour cosmetics.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are expected to decline by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. In the first half of 2020, the COVID-19 pandemic has majorly affected sales of premium products, completely changing the growth trajectory that many products areas experienced over the review period.

Affected products within premium beauty and personal care

With social distancing rules in place due to the COVID-19 pandemic, many people are avoiding social events of any sorts. This scenario is likely to profoundly impact sales of many products in premium beauty and personal care, leading to overall sales decline in 2020.

Recovery and opportunities

The COVID-19 pandemic and the resulting implementation of lockdown measures first and the ongoing procedures of social distancing initiatives will impact sales in premium beauty and personal care, with sales registering a small decline. Most products areas are however likely to return to growth from 2021 onwards.

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