Eastern European personal care shrugs off stagnation

The market is cautiously upbeat after more optimistic data

It has taken more than half a decade for the cosmetics markets of Eastern Europe to finally shrug off the long-running period of stagnation that has characterised the regional market. Two underlying features – the financial crisis of 2008 and the completion of multinational takeovers in the noughties that saturated these post-communist markets – lay behind the extended period of slow, low or non-existent growth. Now, though, the market appears cautiously upbeat. Data and perspectives appear more optimistic than has been the case for some time.

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