Super Premium Beauty and Personal Care in Ukraine

PROSPECTS

Highest quality and efficiency attracts consumers to super premium beauty and personal care

Super premium beauty and personal care registered a double-digit current value CAGR over the review period. The currency devaluation in 2014 and 2015 was a significant contributor to healthy value growth earlier in the review period.

Innovations – a driving force behind sales

Investments in conceptual innovations, whether these are new application formats (eg cushion) or new formulations, is an important factor in differentiating super premium beauty and personal care from mass products. New offers from multinational companies (eg L’Oréal Ukraine TOV) are seen in abundance in a diverse range of categories (eg colour cosmetics, fragrances) and these attract Ukrainian consumers, who are very responsive to innovations.

Women the core consumers of super premium beauty and personal care in Ukraine

Ukrainian women are very attentive to their look, including skin condition, nice make-up, well cared for hair etc. As a result, women are the core consumers of super premium beauty and personal care products and buy them not only for their personal needs but for their children and husbands too.

COMPETITIVE LANDSCAPE

Renowned international brands are the most popular in Ukraine

Multinational brands have a longstanding presence in Ukraine and are highly competitive thanks to their widespread distribution, active new product development and aggressive advertising. DP Seldico (Christian Dior, Givenchy, Guerlain), L’Oréal Ukraine TOV (Yves Saint Laurent, Lancôme, Giorgio Armani, Viktor & Rolf) and Chanel TOV (Chanel) are by far the biggest players in super premium beauty and personal care.

Advertising important to success

Advertisements are crucial for successful sales of super premium beauty and personal care products as they help generate brand loyalty, shape a successful brand image and inform consumers about innovations to try. Usually brands advertise only a few of their products (eg fragrances) with other categories benefiting from such campaigns too.

Internet retailing on the rise

Non-grocery specialists remains the key distribution channel for super premium beauty and personal care products. However, internet retailing has seen rapid growth towards the end of the review period.

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