Skin Care in Kazakhstan

PROSPECTS

Still weak skin care culture in Kazakhstan

In Kazakhstan, skin care culture remains relatively undeveloped, with many consumers believing that they only need bar soap and ordinary moisturising cream. The majority of Kazakhs tend to minimise the amount of skin care products they use due to limited awareness and education, as well as high price sensitiveness.

Facial masks posts strong growth

With the growing popularity of Korean brands in beauty and personal care, there has been an increase in the popularity of facial masks. In Kazakhstan, many different brands offer a wide variety of facial masks.

Ageing population fuelling anti-agers sales

Rising living standards and the growing number of older people in Kazakhstan is helping to fuel demand for specialised beauty and personal care products. In 2017, the population aged 65+ grew by 3%.

COMPETITIVE LANDSCAPE

Intense competition among manufacturers

In Kazakhstan, there are a great number of companies offering a wide range of skin care brands and products. Competition is intense and based on many different factors such as price, positioning, product developments and innovations, as well as marketing campaigns.

Skin care attracting attention of companies

For many beauty and personal care manufacturers, skin care is a key focus area for development and expansion. Producers such as Unilever, L’Oréal, Avon, Mary Kay and many Korean brands see great potential in skin care and will look to expand their product ranges, offering new product launches and investing in advertising and promotion.

Introduction of new skin cleaning devices

In 2017, in large towns there was a rise in the availability of skin cleaning devices, with brands such as Remington, Braun and Gezatone updating their ranges. Also, new ultrasonic, vacuum and rubber cleaners were introduced under the Luna brand, which is available via stores and the internet.

Files are delivered directly into your account within a few minutes of purchase.