Premium Beauty and Personal Care in Ukraine

PROSPECTS

Premium beauty and personal care increasingly attracts

In 2017, Ukraine’s domestic economy stabilised further and consumer incomes continued growing (average monthly salary grew by 25% from January to November 2017, according to the State Statistical Service of Ukraine). Consumers demonstrated stronger interest in more efficient, functional and better quality beauty and personal care products, in particular those products that enabled the better appearance of “strategic” areas, such as the face and hair in particular, or confirmed one’s status (eg premium fragrances).

Premium products are prioritised in fragrances and facial care

In Ukraine, the bulk of beauty and personal care sales was generated by mass categories in 2017. Average Ukrainian consumers can only afford essential products including food, communal services, personal care products, medicines, clothes and transportation, with pricing an important factor behind choice.

COMPETITIVE LANDSCAPE

L’Oréal Ukraine TOV leads with a wide and expanding portfolio

Premium beauty and personal care products are entirely of foreign origin in Ukraine and the category is best represented by L’Oréal Ukraine TOV. The company offers an impressive portfolio of brands (eg Yves Saint Laurent, Giorgio Armani, Lancôme, Vichy) covering both non-pharma and pharma segments as well as luxury-non-luxury ones.

Internet retailing – a distribution channel with potential in Ukraine

Distribution patterns for premium beauty and personal care products differ from mass ones in Ukraine. The biggest contribution to their sales is made by beauty specialist retailers, especially by chains such as Brocard and Bomond.

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