The major media to promote cosmetics in the Russian market is still TV. This channel spends 74% of the whole advertising budget for promotion of beauty industry actors. However, digital placement is gathering pace, and advertising budgets for this channel in January-September 2018 have grown almost twice, compared to the same period in 2017.
In our blog, we had already studied the cosmetics market in Russia and key channels to promote beauty products. Today, we will share our own experience of how we promoted beauty products in Russia, Kazakhstan, and Kyrgyzstan.
Women look for goods online thoroughly, taking their time; that is why a personalized approach is appreciated here. 64% Russian pollees look for cosmetics online, and when an analogous product is almost over and they need a new one, only 47% prefer offline. If an old product is completely over, 44% users will go to an offline shop—only 19% will choose online tools.
The Russian beauty market decreased by 4% to 363 billion rubles in May 2017—June 2018, compared to the same period in 2016-2017, says the study by GfK Russia presented at the Think with Google Beauty conference. Analysts also note a fall in the average spend in this category by almost 5%.