Premium Beauty and Personal Care in Kazakhstan

PROSPECTS

Improved economic conditions contribute to the growth of premium brands

The growth of premium beauty and personal care in Kazakhstan in 2018 was derived from the moderate development of the economic situation in 2018. Over the forecast period it is anticipated that the economy in Kazakhstan will improve, with growth each year.

The growing availability of premium brands

In 2018, premium beauty and personal care was characterised by growing availability and accessibility to these products through various distribution channels. Consumers in Kazakhstan have the opportunity to purchase premium beauty and personal care products through beauty specialist retailers such as Beautymania and Mon Amie, at specialist boutiques in shopping centres, through online stores and social networks, and even at some chemists/pharmacies.

The growing financial independence of women has a positive impact

Alongside the fact that more women in Kazakhstan are employed – with financial independence and achieving personal realisation – there is a strong platform for the development of premium brands. The reason is that women are the largest consumers of beauty and personal care products, they are always interested in new product developments, are open to new beauty experiences, and want to purchase products with improved formulae and higher quality.

COMPETITIVE LANDSCAPE

The emergence of Kiehl’s in 2019

In 2019, the official opening of a Kiehl’s store in Almaty is planned. The emergence of this expensive popular multinational brand in Kazakhstan indicates the growing consumer interest in high-quality premium brands with proven product characteristics.

International brands remain dominant

In general, beauty and personal care in Kazakhstan has a very low number of domestic brands; premium beauty and personal care is dominated by imported international brands; this trend continued in 2018. Over the forecast period it is anticipated that the dominance of international brands in beauty and personal care will continue.

Consumers are more brand-loyal in premium beauty and personal care

Comparing mass and premium beauty and personal care brands in Kazakhstan, companies that operate in the premium segment have a better position. The reason is that Kazakh consumers are more loyal to premium brands.

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