According to Euromonitor International, in 2014 the segment of color cosmetics in Russia continued its dynamic development with growth of 4% and reached to 65 billion rubles. The market is close to saturation, experts say as in the previous years figures were slightly higher - 6 % annual growth. Among other reasons are slowdown in economy, not so many launches in mass market as few years ago and consumers’ product price sensitivity.
Experts expected that mineral and organic cosmetics in Russia will become more and more popular thanks to the emergence of a large group of consumers preferring natural foods and healthy life style. However, while this category continues to be a niche.
According to research Russian Target Group Index (Synovate Comcon), over the past 5 years, the share of consumers of color cosmetics is growing. The share of consumers of premium segment also continues to grow gradually, mainly in the big cities.
The proportion of consumers of premium brands in the cities 1.6 times higher than in medium and small cities of Russia. At the same time, residents of cities with populations of 1 million people more likely to use mass-market brands (Art-Visage, Ninelle, Beautycycle, Divage etc.)
In addition, the slowdown in 2014 prompted consumers to reduce their claims to color cosmetics. Russian consumers switched to more-rational purchases. Therefore, consumers are expected to be more selective in their purchasing choices, searching for the best products and waiting for discounts before making a purchase. Quality will remain the most important factor in the purchasing decision.
Mascara is a category in which Russian manufacturers presented many new products with different effects. For example, a true bestseller brand Vivienne Sabo was Cabaret Premiere ink effect Mascara of stage volume eyelashes issued in classic black and bright trendy colors: Violette, Blue, Marine. The company has improved the texture and launched also eye shadow of the respective colors. Each palette presented in two textures - velvet powdery effect and lighter with a satin sheen. Vivienne Sabo recently released a new collection Joli Pastel, which includes gel varnish and eyeliner of the most delicate pastel colors - pale pink, mint, light blue.
Black mascara CHICAGO Dramatic Volume of the key Russian color cosmetic manufacturer Art-Visage promises not only the volume (hence the name) but also the length, uniform staining and clear separation of the eyelashes. It was inspired by the legendary era of in the USA history.
A unique project of company is EXCLUSIVE from ART-VISAGE presents the most unusual colors of lipstick, lip gloss and shade. Each cosmetic product is created manually in the laboratory, which has no analogues in Russia. The color palette is really not for the faint of heart: lip gloss "Black Panther", lipsticks of the Tiffany brand color or yellow submarine. If for some reason, the right color or product is not found, Art-Visage invites customers to make an order and technologists will realize any crazy fantasies at the most affordable prices.
Experts believe that BB-, CC- and DD-creams are enough niche in the market. Most customers prefer mono products rather than multifunctional. Meanwhile, domestic manufacturers continue to launch new products in this category. One of the last novelty is DD-cream by Faberlic. Multiactive universal product targeting women after 40 years: just 8 drops applied to the face daily will help reduce wrinkles, pigmentation, make skin more smooth and radiant.
At the end of last year domestic manufacturer Adelaide company launched a BB-cream Perfect Skin with matte effect and soft, melting texture. This modern multi-functional product combines functions of foundation and sunscreen properties of concealer and makeup base. The innovative formulae has been developed with collaboration of CODIF (France) provides a complete skin treatment: hydration, nutrition and the prevention of the first signs of aging.
This summer another Russian manufacturer Michel Laboratory also introduced BB-cream under Stopproblem brand. The product is specifically designed for the treatment and camouflage skin imperfections. BB-cream with low-fat air texture is easily applied, adapts to the natural skin tone and provides instant Soft Focus effect. BB-cream 9-in-1 is available in two colors - for light and dark skin.
The mass segment will remain popular in the literal sense of the word – experts predict the emergence of a huge number of new launches of the most smart formats and colors.
(c) InterCHARM Moscow, 2015