Premium Beauty and Personal Care in Ukraine

PROSPECTS

Premium beauty and personal care consumption undermined by low spending power

Ukrainian consumers, especially women, pay particularly high attention to their own look whether it comes to skin conditions or make-up. Premium beauty and personal care products are highly attractive for such purposes efficacy- and functionality-wise, even though in the recent years following the crisis of 2014 and 2015 affording such products became impossible for many.

Colour cosmetics and fragrances are most favoured among premium offers

Forced to economise, a number of Ukrainians practise a selective approach to considering mass or premium brands for their own hygiene and beauty needs. The most attracting categories in the premium segment are fragrances, hair care, skin care and colour cosmetics which are aimed to be of particularly high quality and efficacious.

Conceptual innovations - a powerful anchor for premium beauty and personal care

Apart from brand recognition and high quality, consumer demand for premium beauty and personal care products is much boosted by active new product development within the space. Multinational players are particularly successful in conceptual innovations, not only packaging sizes or products colours, and attract consumers with improved formulations involving modern technological developments (eg in facial skin care), more convenient packaging and dispensers, advanced applicators (eg in colour cosmetics) etc.

COMPETITIVE LANDSCAPE

Multinationals remain the only contributors to premium in Ukraine

Premium beauty and personal care is largely unexplored by domestic companies in Ukraine, with multinationals being its primary contributors apart from local distributors (eg DP Seldico, Hexagone TOV) bringing in wide portfolios of international premium brands. The number one position in premium beauty and personal care also belongs to L’Oréal Ukraine TOV, the indisputable leader in beauty and personal care overall.

New premium brands’ arrival beneficial for growth in future

Over the forecast period, the competitive landscape in premium beauty and personal care is unlikely to change with the current leaders L’Oréal Ukraine TOV and DP Seldico preserving their top positions. However, there are likely to be changes among smaller players as new premium brands are expected to arrive in the country, especially as the economic situation is set to improve with time.

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