Hand care will record the fastest value growth in Russia's Skincare sector throughout 2008-2018, and Hand Care will account for a higher value share gain in the overall market compared to large categories. The segment is dominated by domestic manufacturers - both in value as in volume. The leaders are Kalina (part of Unilever), Nevskaya Kosmetika, Svoboda.
Russian consumers are increasingly familiar with cosmetics, leading to increased consumer evaluation of products. Skincare users in Russia attach a high significance to product ingredients such as minerals, herbs from traditional Russian medicine, proteins, and amino acids.
However, local manufacturers are operating in law and mass segment they extend the lines of hand care as a respond to a growing interest in new types of products and formats. Today women use cosmetics not only to solve the problems such as wrinkles, dryness, pigmentations and etc. but also to prevent them using complex products on the regular basis.
Hand Barkhatnye Ruchki by Kalina (part of Unilever) is the leader brand of the segment – one in three Russian women buys Barkhatnye Ruchki. According to the results of independent competition “Popular Brand” the cream again became the winner in the category “The best hand cream in Russia”.
Formulation of each cream and liquid cream-soap undergoes the most serious clinical tests, that is the reason for the customers to be sure of the quality of the products. Properties of creams and their safety are approved by clinical studies in independent medical and research center Dermatest Germany.
Nail products has been demonstrating steady increase for the last few years in Russia. Despite the fact that the leadership in the segment of makeup holding mascara and lipstick, experts underline the strong tendency: manicure turns into an essential attribute of beauty rituals and nail polishes are the product of must-have.
According to Euromonitor, premium other nail products was the best performing category in 2014, registering 12% current value growth. This was due to the previous low penetration of the category, growing consumer interest in these products, new product launches, the growing variety of products and increasing consumer awareness of other nail products.
There was a high increase in demand for nail polish in 2014. The key trend in the category was gel nail polish; however, this procedure is provided by salons where prices are relatively high. As a result, many mass and middle price brands responded by launching a gel nails-at-home kit, an affordable way to achieve a gel manicure at home. The traditional lipstick effect was replaced with a nail polish effect. This means that women wanting to buy something for themselves tended to choose nail polish rather than the previous choice of lipstick.
Simultaneous use of multiple colors, different textures and effects - are now commonplace even in everyday life. Nail design has become an expression of identity, a reflection of the mood. In this category there is the largest number of new launches and innovations. Professional products for manicure keeps popping up in the range of many mass brands. One such product is a gel nail polish, quickly gaining popularity among Russian consumers.
Western manufacturers O.P.I. Alessandro International, Orly Mavala, Estée Lauder, Sally Hansen, IsaDora, в Avon, Maybelline, Oriflame, Bourjoistraditionally keep their leader positions on the Russian nail market in all segments: professional, premium, middle and mass.
Among the local brands are Divage, Faberlic, Art-Visage, Aurelia.
Color Therapy with the rich palette of bright intense colors is another trend of the segment. This is response to the increasingly accelerated speed and stressful life of the modern consumer who need to indulge herself.
Russian producers also responded to the fashionable trend. So, local distributor of Kiki, Anne Lori and Ottie Credo-P company launched collection of 3-phase nail products under its own Chatte Noire brand. The palette is varies from calm beige to pop art colours.
Another local manufacturer presented this summer BB nail polish Aurelia. Special coating developed exclusively for the nail plate care was designed for those who do not want to use color nail polish even pastel but who wants to have a healthy looking natural nails. The product camouflages all imperfections as BB-cream for face. The company uses oxygen technology (laboratory tests in Laboratory National d 'Essais, France) and bio ingredients of plant origin. It does not contain formaldehyde, toluene, dibutyl phthalate. Regular use of the product stimulates rapid growth of healthy nails and UV filter protects nails from yellowing and aging.
Another novelty of the company is Glamour Gel effect nail polish with the effect of gel coat that dries without a lamp and is easily removed by usual nail polish remover. Specifically designed resistant formulae let keep the cover for 7 days. The original form of the brush: wide, flat and rounded, make it easy to apply varnish to the entire nail surface in one or two movements.
Concerning Euromonitor, premium nail polish is expected to record the most positive performance over the forecast period, with sales set to grow at a CAGR of 2% at constant 2014 prices. Consumers are expected to remain loyal to nail polish, while gel nail polish is expected to drive sales.
The Russian market of hand care is developing towards further segmentation and professional oriented products. There are innovative products in the professional and retail lines. As experts predicts the segment will demonstrate further growth for the next years.
(c) InterCHARM Moscow, 2015