Avon to grow in Ukraine

Published: 14-Jan-2013
Colour Cosmetics

Avon says it is planning to significantly strenghten its position in the Ukrainian cosmetics market this year.


Avon says it is planning to significantly strenghten its position in the Ukrainian cosmetics market this year.

As part of these plans, Avon has recently lauched a new line of decorative cosmetics under the Luxe brand there, which will be positioned in the premium segment of the market.

According to Helen Starkova, general director of Avon Ukraine and Georgia, as well as chairman of the Ukrainian Association of Direct Sales, Avon sales in 2011 in Ukraine - which has a population over 40m - amounted to $150m. The official results for 2012 have not yet been announced, however, according to Starkova, they will be slightly higher than figures for 2011. Starkova also anticipates that in 2013 the company will experience further growth in the local market of around 7-10 per cent (in local currency).

Direct sales of cosmetics in Ukraine are growing and, according to the Ukrainian Association of Direct Sales, which unites leading cosmetics producers (including Avon, Oriflame, Mary Kay Faberlic and Amway), total direct sales of cosmetics in Ukraine in 2011 amounted to USD$4.368bn. The results for 2012 have not yet been announced, but, according to local analysts, they will be comparable to the figures for 2011.

Currently the share of Avon in the Ukrainian cosmetics market is estimated at 8.2 per cent.

At present direct sales account for 30 per cent of total sales of cosmetics in Ukraine. The share of direct sales in colour cosmetics is estimated at 53 per cent of that and perfumes account for  51 per cent.


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