MITHICAL PERSONAGE

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MITHICAL PERSONAGE

• RUSSIAN CONSUMER OF COSMETICS

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(No Transcript)
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TO BE SERIOUS

• MAD ABOUT APPEARANCE
• INVEST A LOT IN AN IMAGE OF WEALTHY AND
  SUC?ESSFUL PERSON
• UNDER THE PRESSURE OF PUBLIC OPINION
• BUY MUCH AND PRESTIGE

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EVERY MONTH

• 28 - 195 EURO

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• 87 BUY COSMETICS
• 75 MEN AND 99 WOMEN.
• TO COMPARE
• SPAIN (93)
• THAILAND (91)
• NORWAY (57)
• SWEDEN (59)

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KEY FACTORS OF PURCHASE

• PRESTIGE
• EFFICACY
• PRICE
• PACKAGING
• ADVERTISING
• ADDED VALUE/EMOTIONS

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KEY FACTORS OF PURCHASE

• FRIENDS ADVICE - 62
• BRAND PROMISE - 58
• FAVOURITE BRAND - 49
• PRICE - 49
• ARTICLES IN THE PRESS - 48
• PARTNERS OPINION - 30
• SAMPLING - 29
• INTERNET - 25
• ADVERTISING - 24.

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PREMIUM COSMETICS

• WOMEN 41-60 (61 BUY ONCE A MONTH)
• WOMEN 31-40 (36)
• WOMEN 18-30 (12)

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SPEND MONEY ON PREMIUM COSMETICS

• MOSCOW
• 33 - lt42 EURO/MONTH
• 37 - 42-84 EURO/MONTH
• 30 - gt84 EURO/MONTH
• REGIONS
• LESS 40 EURO/MONTH

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PLACE OF PURCHASE

• PERFUMERY AND COSMETIC STORES - 65
• PHARMACIES - 78
• SUPERMARKETS - 47
• INTERNET - 18
• DIRECT SALES - 21

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STORES KEY FACTORS

• WIDE ASSORTMENT
• RESONABLE PRICES
• PROXIMITY TO THE PLACE OF LIVING
• AVAILABILITY OF FAVOURITE BRANDS
• PROMOACTIVITY

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MAN AS A CONSUMER

• MORE CONSERVATIVE THAN IN EUROPE
• TRUST TO BRAND PROMISE
• BUY IN INTERNET
• RELAY ON WOMAN OPINION
• CHOOSE SPECIALIZED RETAIL

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RUSSIAN CONSUMER

• NEVER SAVES MONEY ON BEAUTY
• VOTES FOR PREMIUM BRANDS
• SENSITIVE TO NEW PRODUCTS
• BUYS MAKE-UP AND PERFUMES
• COSMETICS STATUS
• USE CELEBRITY BRANDS
• UNDER THE INFLUENCE OF FASION AND ADVERTISING
  CAMPAINS

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RUSSIAN CONSUMER
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WHAT IS YOUR ANSWER?
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YANA KRUPENINAKRUPENINA_at_COSMOPRESS.RU

• THANK YOU!