According to current statistics, the steak of e-commerce switch in the cosmetic market in Russia has by now been developing at the stage of four-5% of general worth. Google and Yandex, the growth rate of search queries concerned with cosmetics performs a median figure of 25% yearly, which suggests over 7 million queries monthly. The hottest keywords used are: Chanel, Yves Rocher, L'Oréal, Lancôme and Clinique. On-line store bestsellers are mostly cosmetics coming from Germany, France and Poland.
There are presently two major causes to on-line selling speedy growth in Russia. The first one is a large number of pretend manufacturers operating on Russian market tampering or imitating popular worldwide brands, bought at decrease prices. The second one is properly-constructed logistics infrastructure which enables for folks from outlying districts a better entry to properly-known brands often unavailable in native stores.
According to a typical specialists' opinion, the Russian on-line cosmetic market is about to attain a worth similar European within the next 5-6 years.
Cosmetic market segmentation
The variety of new cosmetic merchandise appearing on the cabinets of Russian stores every year is about 47 thousand. Leading positions are historically held by identified mass-marked brands, similar to Eveline, Avon, Faberlic and Ruby Rose. So known as middle-market brands like Revlon, L'Oréal, Mary Kay, also are inclined to steadily present a good perfomance, as well as luxury brands like Chanel, Dior, Clinique or Givenchy.
As for international locations, France has traditionally been an undisputable chief in beauty export to Russia when goes to premium class cosmetics, skin care products and perfumes. Second largest exporter is Germany, particularly in hair and body care and eco industries. Poland holds the seventh place exporting mainly make-up and wash substances. Within the previous few years, cosmetic items originating from the US and Italy have also gained great popularity in Russia, mainly due to aggressive advertising and promotional campaigns
Russia's largest epicenters of beauty market exercise are, in fact, Moscow and St. Petersburg. This is the place the largest brands set up their new stores within the first place. The most related market positions right here belong to L'Oréal, Procter&Gamble and Unilever Group, holding together a 30% stake in widespread market value.
The direct gross sales market of cosmetics has recently faced a noticeable lower, apart from Avon, whose sales carry on performing outrageous numbers. The primary cause to this conditions roots in a speedy growth of newly set up chemist shops popping up here and there.
Russia's most distinguished section of beauty market is hand&face care branch, pursued by make-up trade, which is claimed to be of daily use for greater than 90% of women aged above 18 years old. Hair dyes and styling substances are utilized by 55% and forty three% of feminine inhabitants correspondingly. Eyelid and across the eyes care product sales have recently performed a promising progress by 9%. There's also been famous a brand new pattern of constant exertion in men and kids cosmetic business rivalry.
Domestic Russian cosmetic manufacturers have additionally carried out quite a lot of competition against western producers, attracting increasingly customers by providing unique merchandise and inventive packaging design. At the identical time a notable part of Russian manufacturers tend to copy or inherit western best practices so as to persuade the domestic buyer to buy their products. For now, the market's largest players are: Faberlic, Pervoe Reshenie, Kalina (taken over by Unilever in 2011), Svoboda. According to newest market research Russian customers incline to choose house brands increasingly more often, even though the quality standards are still under European ones.
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Marketing and promoting
Within the last three years, there have been only the most important gamers, corresponding to L'Oréal, P&G or Unilever, who might afford relevant advertising budgets to continually enlarge their market stake. Those three brands combined generate approximately 50% of frequent advertising expanses in Russian cosmetic industry.
As for promotion channels, tv still stays the most well-liked promoting medium, which generates about 11% of frequent advertising income across the nation.
Recently, the increasingly cosmetic manufacturers have a tendency to extend energize their promotional push, noticeably growing their advertising budgets. The most distinguished growth has been carried out by GlaxoSmithKline (+ninety three%), Biersdorf (+sixty eight%) and Avon (+38%). Other brands are also in search of new ways to reinforce their impression available on the market. For instance, in 2012 L'Oréal arrange a Research & Development heart, the place it not solely checks its new merchandise, but additionally offers common market and competitors surveys in seek for new prospects for advertising and promotion. https://www.olehanarussia.com/ is the proper solution for small business proprietor in beauty business.
Fyodor Dostoyevsky once mentioned: Beauty will save the world. And it appears that evidently the feminine part of Russian population has taken these words to heart, what may be stated after observing the amount of cash they spend on cosmetics, particularly when in comparison with European shoppers.
The disaster of 2014 barely introduced any influence on the beauty business. Moving into 2017 and beyond, and observing the most recent trends showing inside the Russian market of the sweetness business, we will say for sure that there still is loads of house for brand spanking new European brands to current their merchandise, which are at all times welcome by the Russian inhabitants due to the assumption of western merchandise' prime quality and status.