Skin Care in Belarus

PROSPECTS

Consumers’ growing attention to appearance and awareness stimulates value sales

Skin care in Belarus recorded double-digit current value growth in 2018. Greater awareness and knowledge regarding skin care due to the internet, bloggers and tutorials also positively affected value growth.

Consumers pay greater attention to products promising visible effects

Belarusian women’s desire to look good despite their age increased and therefore, they started to pay greater attention to their appearance and skin quality. As a result, more affluent women allocated some of their budgets to visits to cosmetologists and on beauty injections.

Anti-age, pigmentation problems and Korean trends drive facial care’s value sales

Affluent Belarusian women are becoming increasingly willing to spend more money on themselves. The Korean beauty trend promoted 5-, 7-, 9-steps skin care.

COMPETITIVE LANDSCAPE

Leading competitors retain their value share

Competition remained active amongst skin care players, with multinationals retaining their leading positions. Due to its active advertising and significant price discounts in Belarus, L’Oréal Groupe strengthened its leading position in body and facial care.

Intensive competition exists among local retail channels

Growing skin care assortment and the constant presence of new product development was greatly stimulated by the activity of local retailers. The largest chain of modern grocery retailers, Eurotorg OOO, continued to expand into local regions in 2018.

Large number of new product developments encourage skin care’s value sales

2018 witnessed a large number of new product developments within skin care. Amongst the most innovative was Mary Kay Inc which offered anti-age patches called TimeWise Vitamin C Activating Squares that had to be diluted in serum.

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