Premium Beauty and Personal Care in Belarus

PROSPECTS

Stable retail value growth

In 2017, low disposable incomes affected even premium beauty and personal care in Belarus. While many local consumers decreased the number of units purchased, some even began to switch to mass products.

Limited product variety and high unit prices hamper growth

Product variety remained limited in 2017. Thus many local consumers tended to order desired products from Russia or online from popular European and US websites.

Advertising and social media play an important role in growth of premium beauty and personal care

In 2017, advertising continued to play an important role in category growth. Premium skin care and hair care products were advertised on TV, in magazines, at events and online.

COMPETITIVE LANDSCAPE

Major competition in premium fragrances, colour cosmetics and hair care

In Belarus, premium beauty and personal products were mostly available through the beauty specialist retailers and internet retailing channels in 2017. Major local retailers Kravt and Zvezda offered premium beauty and personal care products through their stores and their own online channel access.

Premium beauty and personal care dominated by foreign companies

In 2017, local players continued to concentrate their production on mass beauty and personal care products. Thus, foreign competitors, such as Coty Inc, L'Oréal Groupe, Wella AG, LVMH Moët Hennessy Louis Vuitton SA and Henkel AG & Co KGaA, retained their dominance in Belarus.

Category’s products compete with professional skin care services

In 2017, consumers’ awareness and growing number of professional skin care services notably affected premium beauty and personal care in Belarus. Many high-income local women consider visiting a cosmetologist the best solution to their skin care issues.

Files are delivered directly into your account within a few minutes of purchase.