Premium Beauty and Personal Care in Belarus

PRE-COVID-19 PERFORMANCE

Limited consumer base for premium colour cosmetics dampens growth

Growth in premium beauty and personal care was stimulated by rising consumer awareness, access to the internet, with bloggers and active social media advertisements particularly prevalent in premium colour cosmetics in 2019. Premium beauty and personal care remained far from saturation with further potential for growth especially as the consumer base for these products continued to be narrow and stable.

Emerging players, growing variety and availability stimulate value growth

During 2019, premium beauty and personal care benefited from ongoing improvement in assortment and brand availability in a continuation of a trend seen over the previous two years. 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.

Multinational brands retain leading positions

In 2019, leading players retained their value share due to strong reputations, wide brand variety and availability in retailers. L’Oréal Groupe maintained its leading position and gained further value share.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are expected to contract by 12% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within premium beauty and personal care

COVID-19 is set to present significant challenges to premium beauty and personal care players in 2020. The most severely impacted categories are likely to be premium colour cosmetics, premium fragrances and premium adult sun care, which are likely to experience significant contractions.

Recovery and opportunities

Any significant economic recession that emerges during the early stages of the forecast period as a result of the COVID-19 situation in 2020 could potentially interrupt any shifts towards more expensive value-added products and stifle demand among the already small consumer base for premium beauty and personal care products in Belarus. Moreover, premium brands may have to show greater flexibility in terms of channel mix and turn to retail avenues previously outside their immediate comfort zone, as well as endorse the concept of “affordable luxury” more strongly.

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