Study highlights Russian taste for premium beauty and duty-free

Gavin Lipsith

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A new Nielsen study confirms that Russian consumers prefer prestige brands and duty-free is one of their favourite channels

Airport duty-free stores are the second most popular places to buy premium beauty products among residents in key Russian cities, according to a new study from research consultancy Nielsen. The report, conducted among buyers of luxury beauty products brands in Moscow and St Petersburg, identified the most popular places to buy premium cosmetics and skincare as well as the key motives, habits and intentions behind their consumption.

Specialist beauty chains were the preferred retail channel, with 91% of respondents having shopped in such stores in the past six months and 66% spending the majority of their beauty budget there. But duty-free shops were in second place, with 62% having purchased luxury cosmetics and skincare in duty-free in the past six month, and 20% spending the majority of their beauty budget there.

Nielsen Russia director Olga Belova said: “This is certainly a demonstration of Russian consumers’ trust toward duty-free as a retail channel for luxury beauty and care products. According to answers of respondents, when buying luxury products in duty-free shops here they are confident that the products they buy are authentic.”

The luxury beauty brands with the best penetration in Moscow and St Petersburg include Chanel, Clinique, Christian Dior, Estée Lauder, Givenchy, Lancôme, Yves Saint Laurent, while Chanel, Clinique and Christian Dior were recommended most often.

The monthly spending on premium beauty products was also high—33% spend less than R1,500 ($63), 37% spend R1,500 to R3,000 ($126.8) and 30% spend more than R3,000. Among St Petersburg respondents the average monthly spend is R1,000 ($42.3), and among Muscovites it is R3,000.

The study also highlighted the importance of well-trained beauty advisers, said Belova. “Consumers expect a personal touch in servicing and need professional help when choosing the best individual solution from the widest choice of complex, innovative and “scientific” premium products,” she said.

For more information or to purchase the report, email Nielsen Russia at info.russia@nielsen.com or telephone: +7 495 221 64 81.