Premium Beauty and Personal Care in Belarus

PROSPECTS

Stable value growth supported by improving economic situation

A sound economic performance including low inflation, a stable exchange rate and growing disposable incomes positively impacted premium beauty and personal care sales, leading to double-digit current value growth. Premium colour cosmetics recorded the fastest current value growth due to rising consumer awareness, access to the internet, with bloggers and active social media advertisements for premium colour cosmetics.

Emerging players, growing variety and availability stimulate value growth

Unlike in 2017, premium beauty and personal care faced a significant improvement in assortment and brand availability in 2018. Major local premium retailer, Kravt, greatly improved its assortment of premium skin care, colour cosmetics and sun care, with single brand shelves appearing in its stores.

Outbound shopping and tourism negatively affects value sales

Despite the increasing variety of premium beauty and personal care in Belarus, many premium brands remain unavailable. In addition, local prices for premium cosmetics are fairly high compared even to neighbouring countries, such as Russia and Ukraine.

COMPETITIVE LANDSCAPE

Multinational brands retain leading positions

In 2018, leading players retained their value share due to strong reputations, wide brand variety and availability in retailers. L’Oréal Groupe retained its leading position, gaining further value share.

Several local retailers gain value share

In 2018, major competition in premium beauty and personal care was recorded between two key players, Kravt and Zvezda, which were both present in store-base retailers and internet retailing. Kravt significantly improved its assortment, while Zvezda paid greater attention to its internet sales.

Competition from professional services persists

The expanding variety and availability of professional beauty services hampered sales of premium skin care in 2018. With higher disposable incomes, local affluent consumers are paying greater attention to professional services.

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