Super Premium Beauty and Personal Care in Ukraine

PROSPECTS

Improving economy spurs demand for high-quality, natural and efficient products

The category is driven by consumer demand for super premium fragrances, colour cosmetics and, to a lesser extent, skin care. Consumers expect beauty products to be very high quality and offer added-value attributes, whereas there is a tendency to economise on personal care items with lower-priced brands.

Women are highly responsive to new applications and formulations

Ukrainian women pay high attention to their appearance, and they are keen to try diverse beauty and personal care products. When their budgets allow, they gravitate towards high-end options, and remain responsive to innovations that might enhance their look or image and offer convenience and comfort.

High attention to skin, make-up, scent and hair pushes demand for super premium options

The main users of super premium beauty and personal care are 25-40-year-old women who live, or at least work, in big cities, where consumer incomes are usually higher. Luxury consumers are frequently brand loyal, although the latest and niche offerings also find admirers.

COMPETITIVE LANDSCAPE

Wide assortments of high-quality products sustain the demand for major brands

Renowned international brands shape the category’s performance in Ukraine. These brands benefit from the first-mover advantage, which has helped to establish wide distribution coverage in the country.

Advertising engenders brand loyalty while discounts stimulate interest

Marketing and advertising is a crucial ingredient of company sales strategies in super premium beauty and personal care in Ukraine. TV and printed press advertisements of super premium brands are common, while outdoor billboards also feature.

Growing number of trustworthy operators boosts online sales

While non-grocery specialists continues to dominate the distribution of super premium beauty and personal care, internet retailing is seeing rapid retail value sales growth. Moreover, super premium beauty and personal care accounts for internet retailing’s highest retail value share in personal luxury.

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