EASTERN EUROPE’S MARKET DIVERSITY POSES REAL CHALLENGE FOR BEAUTY MAJORS SEEKING HIGH REGIONAL PROFILE
January 1st, 2019
EASTERN Europe remains a highly diverse market, where major beauty brands must think strategically to achieve economies of scale and a regional presence that really deliver profits. This is also a region where some markets are significantly bigger than others – with Russia and Poland being key targets.
Even though the earnings of Russians have been dropping for the past four years in a row, which has had a negative effect on purchases of cosmetic products, according to Euromonitor International’s report from April 2018, this remains the region’s biggest ...
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