Russians rate premium foreign brands higher, but more often buy more budget-friendly products.
According to the Rate&Goods analysis, Russians buy mostly budget brands like Nivea, Chistaya Liniya and Splat. It was in this position that these three brands shared the top three places in terms of sales of cosmetic products. However, if judged from the point of view of consumer assessment, then there is a completely different picture here - Russians prefer foreign premium brands of cosmetics.
The Rate&Goods mobile application allows you to scan the barcodes of various products, obtaining detailed information about them. It is possible to leave a review about the product, rate it. The rating was compiled based on the analysis of information from more than 1 million checks. Practice has shown that in 2019, users most often scanned the barcodes of cosmetic products.
Based on the data obtained, 30 brands were selected, of which only 8 are Russian - these are Hundred Recipes for Beauty, Pure Line, Black Pearl, Estel Natura Siberica, Organic Shop, Planeta Organica and Splat.
The top three brands with the highest consumer ratings are Dior (28th in terms of sales), Chanel (29th) and Lacoste (30th). That is, in terms of sales, these brands were in the last places, despite the high interest from buyers.
However, it should be noted that the Splat brand was not only among the best-selling, but also received high marks, hitting the 5th place in this issue. This is the only Russian brand that managed to get into the Top 10 in both categories. In comparison, the Nivea brand, although ranked among the top sellers, was only ranked 17th in the rankings.