Consumer trends today
With the onset of February events, dozens of global beauty brands left Russia, causing panic and excitement among consumers, as well as anxiety among their Russian partners.
The number of buyers fixing prices for the goods they purchase is increasing. As a result, there are sharp jumps in demand when prices rise. The growth in demand, in addition to the rise in product prices, is also due to seasonality and stockpiling in connection with the announcements of some brands leaving the market. In particular, interest in products from domestic manufacturers, Korean and pharmacy cosmetics is increasing.
In the second quarter of 2022, compared to the same period in 2021, an conduit cn mobile number database increase in interest was recorded by category: +29% perfumery, +10% skin care cosmetics, +7% decorative. At the same time, the demand for perfumes continues to increase: in August, the increase was 25%. However, the leader in terms of interest in the subsegment "Care cosmetics" for two years has been facial care with the popularity of the categories "cream, gel, face mask" and "beard growth products".
Buyers more often use mobile phones to "contact" the segment: revenue from the mobile audience reaches 80% in the overall split, and traffic from these devices is 75%.
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Segment performance
According to Calltouch, since January 2021, the segment has seen a 20% decrease in the number of sessions, while the cost of a contact in Direct increased by 29% in July 2022.