Naturalness and advanced formulations become important in intensifying competition

COUNTRY REPORT

Beauty and Personal Care in Kazakhstan

Aug 2013

EXECUTIVE SUMMARY

Demand for beauty and personal care remains strong in Kazakhstan

Beauty and personal care in Kazakhstan continued to enjoy positive growth in 2012. Kazakhs, particularly women, continued to search for various cosmetics, with basic products being considered a necessity and non-basic items regarded as an affordable luxury. Demand was also driven by a number of new product developments supported by promotional and advertising campaigns. Nonetheless, there was still a shift towards cheaper brands, notably amongst price-conscious Kazakhs, as they offer good value-for-money.

Naturalness and advanced formulations become important in intensifying competition

For many Kazakhs, naturalness and advanced formulations have become important matters. In the face of intensifying competition, manufacturers gradually increased their spending on research and development in an attempt to be one step ahead of their competitors and attract consumer interest. Consequently, at the end of the review period, amongst the most popular trends within beauty and personal care were natural products as well as technologically-advanced offerings. Natural ingredients started to prove popular with Kazakh consumers as they are considered both safe and effective, while advanced formulations are popular with the most demanding audience seeking effective and fast-working solutions.

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