Premium Beauty and Personal Care in Russia

PROSPECTS

Premium brands outperform mass ranges

Premium beauty and personal care posted notably stronger current value growth than mass products in 2018. This can be attributed to a smaller number of promotions and less discounting in premium beauty and personal care.

Fragrances account for the majority of premium sales

The strength of premium brands was particularly apparent in fragrances at the end of the review period, with this trend expected to continue over the forecast period. Consumer brand loyalty and a growing interest in niche and luxury fragrances will further contribute to reinforcing this trend.

Pharma brands gaining momentum

Pharma beauty and personal care brands are gaining momentum in Russia due to increasing concerns about the ingredients contained in various products. There is a growing belief among Russians that products sold in chemists/pharmacies follow more rigid ingredient safety procedures than those sold in other retailers.

COMPETITIVE LANDSCAPE

L'Oréal Russia continues to lead sales

L'Oréal Russia remained the leading player in premium beauty and personal care in 2018 thanks to offering a wide assortment of products in most areas, including brands such as Lancôme and Yves Saint Laurent. Most of the company’s brands have a longstanding presence in the country and are widely distributed via beauty specialist retailers and chemist/pharmacy chains.

Premium pharma brands post strong growth

Brands such as La Roche-Posay and Vichy continued to perform well in 2018. This can be attributed to the fact that pharmacies offer expertise, as well as safe products, due to stricter product regulations.

Customisation seen as a way to stand out from the crowd

At the end of the review period under its Guerlain brand Seldico launched a new lipstick range in Russia called Rouge G. The new line features 20 different lipstick cases and 25 different shades.

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