Skin Care in Azerbaijan

PROSPECTS

Beauty and fashion trends support skin care in 2017

Skin care continued growing in 2017 in current value terms, reflecting inflating prices over the year, in response to local currency volatility. The majority of skin care categories saw declines in volume terms, owing to the reduced purchasing power of local consumers.

Acne treatments sees sharpest drop in 2017

Most skin care products in Azerbaijan target older consumers, who are more exposed to the negative effects of pollution, although some products, such as acne treatments, target younger people, who are more sensitive to price changes.

Increased consumer awareness and worsened environment stimulate growth

Skin care has significant potential for growth in Azerbaijan over the forecast period, with rising consumer awareness of health and beauty trends and skin care products, including those intended to resolve certain skin problems, as well as increased product ranges, due to the emergence of niches within skin care, such as premium facial care products and firming/anti-cellulite body care.

COMPETITIVE LANDSCAPE

Kalina Concern OAO leads skin care

In 2017, Kalina Concern OAO remained the category leader. The company’s success is attributable to its presence in different product categories, such as body care, facial care and hand care.

New product launches in 2017 offer scientific innovations at affordable prices

New product developments in the latter part of the review period reflected scientific developments in the beauty and personal care industry, as well as affordable pricing. For instance, the mass lip care products launched on the local market under the brand name Nicos with a well-considered marketing campaign, were successful on account of their competitive prices.

Modern grocery retailers support sales of mass skin care

Over 2017, mass skin care products became widely available through the swiftly developing modern grocery retailers, pushing up volume sales. Local consumers have the opportunity to analyse different skin care products on the shelves, compare prices and choose the products they believe will meet their requirements.

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