What is the middle market in perfumery. Categories of cosmetics and perfumes

And one of the most necessary and favorite accessories is, of course, a handbag!

I have already told you on what basis I buy for myself and my Clients.

And today I will tell you about the cool bags of the middle and middle up segment. This includes handbags that cost in the region of $100 to $500. Their advantage is that at a low price they are superior in quality to models from the same mass market.

Perhaps I will surprise someone, but among these brands you will find many names of famous designers who are definitely familiar to you.

REBECCA MINKOFF

I have talked about this brand many times before. Today, the brand, based in New York, is popular and recognizable all over the world, and you can meet its bags and clothes even at the stars of the first magnitude on the red carpet.

Many bag models resemble popular it-bags, but they are distinguished by reasonable prices and always retain their author's touches.

Made from quality materials, with fine fittings, all products are distinguished by their exquisite design and can be easily combined with everything in the wardrobe. The cost of a handbag is on average from 100 to 500 dollars.

On sales you can buy much cheaper. And if you buy not in Russia, but abroad, then the savings will be simply grandiose. An example of a calculation is in this one, along with instructions on how to buy things in America through intermediary services.

TORY BURCH

These handbags are the standard of symbiosis of reasonable price, excellent design and workmanship. The price for a handbag does not exceed $ 500 and is consistent with the quality. It will be most profitable to order such a bag straight from the states through the websites of intermediaries.

LOVE MOSCHINO

The second line of the main Moschino brand.

The bags are very bright and interesting. If you want to stand out from the crowd, take a closer look :-)

Michael Kors

Gorgeous handbags in terms of design, quality, and price.

They have one downside. The brand is so popular in Russia that everyone who is not lazy to fake it.

That is why the MICHAEL KORS bag is easy to find on sale in the market or a tent in the subway.

For the original, go to the official store or order a bag directly from Europe, or it will be more profitable.

And, of course, choose not the most replicated models.

KATE SPADE

Brand designer Kate Spade gained recognition in the fashion community immediately after the release of the first collection.

Today, the Kate Spade New York brand produces not only bags, but also women's clothing, shoes, accessories, perfumes and household goods.

But Kate's main and favorite line of work is still bags. Each new model receives a name, which speaks of the designer's special attitude towards his products.

MARC by MARC JACOBS

The second line of the Marc Jacobs brand.

Bags cost around $400-$500, but they are worth it.

The MARK by MARK JACOBS line is youthful and a bit rebellious. Hence the bright colors and non-trivial forms.

DKNY

Colored, practical, basic :-)

COCCINELLE

These bags stand out from the rest with their incredibly neat, small fittings and thin straps. My favorites of them are medium sized bags and crossbody. And, of course, the color scheme is always pleasing.

FURLA

One of the most popular brands of bags in the middle up segment in Russia. True, with the growth of the dollar, bags began to cost noticeably more.

And it became possible to buy them at a price of up to $500 in Russia almost in Stockmann.

Therefore, if you want to please yourself with another favorite Furla, wait for sales or buy abroad.

This season, the brand especially succeeded in the popular cross-body with a thin strap.

3.1 PHILLIP LIM

"Thanks to Phillip Lim, inspiration can not only be felt, but also bought," British Vouge once wrote.

Lim combines rebellious street style with sophisticated haute couture with incredible skill.

About 3.1 PHILLIP LIM, it's safe to say that this is one of the few brands that now dictates American fashion.

Just magic bags from 3.1 PHILLIP LIM deserve special attention. On the one hand - basic, and on the other - archi-stylish. Lim captivates with its shape, color and choice of fittings. You won't find these with any other designer.

Unfortunately, in Russia, these bags are very expensive, but during the sales period on American sites, it is quite possible to successfully hunt!

DIANE VON FURSTENBERG

The woman who gave the world a wrap dress also makes great bags.

Trendsetters attribute Diana more to bohemian chic, but this does not apply to all of her creations.

Having studied the range of bags, you can find quite basic ones for up to $500.

SEE BY CHLOE

A wonderful French brand, the younger brother of luxury Chloe.

Clothing and accessories from See by Chloe are urban style with a touch of elegant innocence.

Brand accessories deserve special attention. Bright and one-color bags, usually with a complex shape, maneuver from casual to boho.

And they are also easy to recognize by the characteristic “rings” that the brand uses in fittings.

ANNE KLEIN

A brand beloved by all ordinary Americans. Fashionable, high quality and inexpensive. Exactly what is needed.

GUESS

Classics of the modern basic wardrobe - Guess bags. Despite their simple form, they take color and fittings. By the way, there are really a lot of color options, which cannot but rejoice.

I advise you to pay attention to backpacks from Guess. A laconic form, a minimum of additional accessories and an unusual color are what a modern resident of the metropolis needs.

RED VALENTINO

And another brand has launched a budget line available in the middle price segment.

Bags from Red Valentino are a bit like the creations of the main line.

This is easy to see from the familiar spikes.

This year RED VALENTINO in their collection focused on the hyper-popular cross-body and did not fail. Get cool!

TOMMY HILFIGER

Simple and concise bags from Hilfiger are perfect for sport-chic style, and even jockey style.

Nothing superfluous - a laconic form, a minimum of metal and only a bright color or a geometric print.

DIESEL

Some bags of this brand cannot be called basic.

They oblige to wear a certain style with them, for example, boho or something dramatic, rocker.

If you are a fan of these styles, then go to DIESEL!

BRACCIALINI

Perhaps the most controversial brand of all listed.

Crazy prints and applications BRACCIALINI leave no one indifferent, that's for sure.

You can either love these bags with all your heart, or simply not understand where IT can be entered.

Do you love or don't you understand?

GIANNI CHIARINI

A brand of high-quality bags, which is sold in Russia in most online stores and on multi-brand sites, such as Rendez-Vous.

COACH

Super bright handbags with cool design.

American brand. Founded before the war, born from a family workshop.

Today COACH has its own production: clothes, shoes, watches and, of course, bags.

Life hack: these bags are also more profitable to order directly from the States.

ZAC ZAC POSEN

American designer Zack Posen has his own vision of modern fashion, which allows him to create his masterpieces. Zach's career began with banal dresses for dolls, and in the end everything turned into the creation of real fashion collections that would bring fame to the young designer at the age of 16.

Today, the Zac Zac Posen brand sews clothes and accessories that even celebrities love.

It is impossible not to pay attention to the bags of the brand. Bright color, unusual shape and decor do not leave indifferent many fashionistas.

Since the brand is from the USA, it will be most profitable to order a bag from there. I advise you to hunt for handbags on sales.

ECONICA

You all know this Russian brand.

In addition to other brands presented in the assortment, recently Econika has been producing bags under its own brand.

In recent years, the brand has updated its style and began to target a younger and more fashionable audience.

Good luck with your shopping, and if you need my help, register for how to choose a stylish bag in any price category. As a gift, you will receive two bonus lessons:

• How to choose belts, peplums and belts
• How to choose and what to wear hats

How to understand that you need my lessons? If the amount of unsuccessful purchases exceeds the cost of the lesson (2900 rubles), then you need to upgrade your shopping skills :-)

See you at the School of Shopping, girls!

Today, the perfumery market offers several thousand items of its products, including perfumes, eau de toilette, eau de parfum, deodorants, etc. And how many names can a simple consumer list? Ten, twenty, fifty, one hundred? And basically among them there will be eminent expensive brands, many of which have long been "on the ear". Meanwhile, most of the market, both perfumes and cosmetics, is occupied by mass products.

Two banks of the perfume river

Specialists call mass production everything that is not selective. Selective perfumery, it is also elite, it is also of the “luxury” class, has very clear criteria that distinguish it from other fragrances. In principle, similar criteria can also be used to characterize "mass-market" perfumery, only with the prefix "not". First of all, behind the elite perfumery there is a brand that has a history, a legend that firmly connects it with the world of luxury, high fashion, and expensive accessories. Her name alone, for which consumers are willing to pay, can be a guarantee of sales. To maintain a luxurious image, firms invest heavily in research, development, quality and promotion of products. In mass perfumery, the name of the manufacturer in most cases does not matter. And the huge assortment prevents companies from spending time and money on researching each individual fragrance in all respects - smell, bottle, packaging, etc.

Of course, there is a division within elite perfumery. There are "high" brands, like Guerlain, Chanel, Thierry Mugler, which have higher prices and a narrower range of stores. There are very expensive perfumes known only to a narrow circle - Serge Lutens, Annick Goutal. There are more popular brands like Laura Biagotti or Salvador Dali. They have more affordable prices and are available in more stores.

But mass perfumery is also very heterogeneous. It is much more diverse than it seems at first glance. “There are cheap products of very poor quality,” says David Tetruashvili. “But there are quality items, but they are no longer so cheap, but are approaching inexpensive selective brands.”

In addition to mass and elite perfumery, there is another segment of the market, which experts in their professional jargon call the “middle market”. Perhaps today it is one of the most interesting areas of the perfume market.

As a rule, “middle market” refers to products that, by the originality of the fragrance, bottle, packaging, have outgrown the “mass market”, but for a number of reasons, and primarily because of the lack of a world-famous “lux” name behind them. , cannot rise to the selective level. "Middle is a selective in the mass market," - this is how Sergey Nerushai, General Director of Unitop, described this segment.

Mass market "has become more expensive and original

In recent years, the level of consumption of mass-market perfumes in Russia has not changed much. Of course, this is primarily due to the low incomes of most of the population. But this is far from the only reason. “There is a well-established opinion that “mass market” is preferable for daily use - it is also in demand among the middle class of consumers who can afford to buy expensive things,” says Sergey Nerushai. Most consumers, for practical reasons, use mass perfumes for every day, and for the evening they choose expensive fragrances from luxury brands.

Mass perfumery has its own advantages, due to which it lives and is popular. First of all, this is a huge assortment, which is constantly updated. If elite brands have 2-3 new products per year, then the mass market perfumery manufacturer can release 10, 20, 30 new products per year with different directions of smells and in different bottles.

“The cheaper the perfume, the sooner a person can afford to have two or three products at the same time,” notes David Tetruashvili. - We specifically conducted a study that showed that people often buy three inexpensive things and use them according to their mood. By the way, Western markets are distinguished by this, where there are clear concepts about daytime, evening scents, scents for certain occasions, etc.”

The main suppliers of mass perfumery remained the same as a few years ago. At the same time, French factories are leading, far surpassing Polish, Arab and other manufacturers. The top ten factories include Parfumerie Corania, Evaflor, Parour, Jeanne Arthes, Emporium Cosmetics, Remy Marquis, Parisis, Odeon, Paris-Elysees.

“Perfume is traditionally considered an imported product,” says Andrei Nerushai, Commercial Director of Unitop. - In Russia, oranges, coffee, bananas will never grow and real French perfumes will not be produced. The more expensive the thing, even if we are talking about mass production, the sooner it will be bought by French production. Only high-tech items and everyday goods, such as soap or shampoos, can be produced in Russia.”

Most of the factories, as experts note, today do not sell very cheap fragrances in such volumes as before, so they began to offer more expensive and interesting products. At the same time, they also begin to spend more and more resources on the development of new products. The niche of cheaper products is gradually occupied by domestic enterprises and various joint ventures that have appeared in Belarus, Ukraine, and the Baltic states. Although there are exceptions. The products of factories such as Beautimatic and Evaflor, which have a low cost, are actively sold on the Russian market.

The lower "mass market" today, as before, includes all kinds of fakes, versions of selective perfumes or even products that are popular in a higher price niche. American products are also in less demand, on the packaging of which they say "Our version ...". “If in 1998, after the crisis, the average price of mass-market perfumery at the stand, in particular of our wholesale company, was 1.7 USD, now the average cost per unit is more than 3 USD,” says Vladimir Mospanov, director of Creative Parfums. “And this product is in demand by the consumer and is sold in stores.”

“There is a clear trend towards higher prices in the mass market,” notes David Tetruashvili. - Perfume at a price of $10 per 100 ml in retail, and this is not so cheap for our market, began to be sold more, and at a price of $3 per 100 ml less. Of course, in absolute terms, cheap products are sold more, but the upward trend in demand for expensive products is obvious.”

In mass perfumery, according to the observations of experts, the turnover of new products has also grown significantly. If earlier a novelty could occupy 10% of the turnover, today this figure reaches 25%.

From the huge assortment of the mass market, bestsellers stand out over time - perfumes, which have been consistently sold and in demand for several years. Often, these products, like their counterparts from selective perfumery, along with popularity, acquire bottles of different volumes, couples or something from the bath line. “Parfum D’Or, Cigar, L’Adieu Aux Armes were and remain our bestsellers,” says David Tetruashvili. “As for the very cheap things, among them the bestsellers change at a breakneck pace and quickly become obsolete.”

Gift option

According to Vladimir Mospanov, "middle-class" perfumery most often comes to a person for the first time in the form of a gift. And it sounds very plausible, because it is in this segment that you can pick up original and beautiful gifts.

Is he a fan of backgammon or dominoes? So here you are - Craps in a bottle in the shape of a dice, and even with a very interesting aroma with a complex composition. Travel lover? There is an Abordage in the form of a real steering wheel, so its owner may well feel like in the middle of the ocean. The diversity of human hobbies is reflected in perfumery in the form of bottles - "cigars", "lighters", "mobile phones", "fountain pens", as well as alcoholic beverages popular all over the world from "beer" to "whiskey".

In Russia, “middle-class” perfumes are constantly bought, but in relatively small quantities. And although, of course, the largest market share still belongs to mass products, and elite perfumery has its own stable consumer, there is a segment of perfumery between them that offers some kind of alternative. And it deserves a separate article with an overview of the most interesting new products.

Vadim PETROV, Perfume Palace:

"Middle class" perfumery is born from the "mass market". When manufacturing companies have already got their hands on it, set up production, found 10-15 flavors loved by the people in the assortment, their appetites begin to grow, they invest more money in development. And as a result, there are products that can no longer be attributed to the "mass market". Dozens of different essences are used to create a fragrance, the smell can be more persistent and even more interesting than in selective perfumery, because mass producers have a better sense of existing trends. Unlike selective companies that stew in their own juice and release fragrances, the popularity of which may be zero, but at the same time they already belong to the world of "luxury".

The global fashion market is made up of designer and mass-market brands that differ in price, style, and the status of the consumer who purchases the product. According to the simplest classification, there are luxury (luxury), premium (high), middle-up (above average), middle (medium) and mass-market (below average) class clothes.

On the modern fashion market, there is no single clear classification system yet. Many concepts are "floating". However, a significant part of researchers and practitioners of this market niche adheres to the following logical structure for the formation of clothing categories (or brand categories) in the fashion market:

Designer brands, which include fashion haute couture, ready-to-wear deluxe, ready-to-wear and diffuse brands, i.e. second and third design lines (according to some classifications, diffuse brands and brands from Celebrities are called bridge brands).

Bridge brands(bridge) - a segment that has recently begun to stand out in a separate category in the fashion market, fashion at the junction of ready-to-wear and mass market, a bridge between these two phenomena. Conventionally, the bridge segment can be divided into the best (better) and average (middle).

Below is a segment of democratic brands, among which there are - moderate (moderate) moderate brands and budget (budget) or mass (mass) brands.

Industry agency Fashion Consulting Group divides the mainstream clothing segment into two categories - better (betta), i.е. the best - things of higher quality, the price of the product is euro and good (good), i.e. good, or contemporary (contemporary), i.e. utilitarian, modern. The motto of manufacturers of goods "contemporary" (mass accessible style) - convenience, simplicity, functionality, accessibility. An example of brands positioned in the better sector is CK Jeans, Mexx, Massimo Dutti, Levi's, Tommy Hilfiger, contemporary - Zara, Topshop, Oasis, Motivi, Benetton, Marks & Spenser.

The lower segment is moderate mass brands, such as NewYorker, Bershka, Sasch and budget, such as Kiabi, Jennyfer, TATI, Sela, Yours.

Designer brands i.e. clothes, shoes and accessories haute couture and ready-to-wear de luxe and ready-to-wear belong to the luxury goods market, these clothes are from the upper segment - luxury and premium (premium) classes.

The classification within a designer brand is as follows:

Haute couture (French haute couture - high fashion, high-class modeling and tailoring) - the upper hierarchical step. A niche that forms the concept of "fashion". High fashion sets the model for perfect clothing, the direction and style to strive for, influencing the formation of global fashion trends, at the same time it is the creative laboratory of a particular designer.

For haute couture clothing, the presence of the author is required. As the name of the brand, most often there is a proper name. Haute couture products are exclusive, almost a piece of art. High-brand clothing belongs to the top category on the fashion market, it is created according to the individual measurements of the client and is extremely expensive. Buying haute couture clothes is possible only in the Fashion House itself. When organizing trade, things of different designers are never mixed. This category includes brands created by fashion houses, such as Chanel Haute Couture, Couture Atelier Versace, Givenchy Haute Couture, Christian Lacroix Haute Couture, Gautier Paris and others.

Ready-to-wear (French prêt-à-porter, literally “ready to wear”) are divided into two categories:

Pret-a-porter de luxe, as in the previous category, most often with the name of the designer in the brand name, is characterized by a small serial production of models, a very high quality of the materials used and a high level of craftsmanship.

In addition, in the ready-to-wear de luxe niche, there are the concepts of Designer ready-to-wear de luxe (ready-to-wear - ready-made clothes) and Premier Designer or Young designer ready-to-wear (ready-to-wear lines from young designers ).

For the manufacture of pret-a-porter de luxe models, standard clothing sizes adopted in the country of manufacture are used. The ready-to-wear de luxe category includes such brands as Gucci, Prada, Louis Vuitton, Chanel, Giorgio Armani, Donna Karan, Versace, Christian Dior, YSL, Valentino, Fendi, Gianfranco Ferre, Burberry, Kenzo, Ralph Lauren, Christian Lacroix, Emmanuel Ungano, Vivienne Westwood, John Galliano, Oscar de la Rente, Halston, Marcheza and others.

Ready-to-wear- a premium class designer ready-to-wear category, in which the name of the author remains extremely important. Ready-to-wear lines strive to retain the main stylistic elements of niche haute couture and ready-to-wear de luxe products. Thus, ready-to-wear brands are the distributors of haute couture stylistic ideas in clothes acceptable for everyday life. Ready-to-wear clothing is distinguished by a more democratic approach to the choice of fabrics and materials, simpler design features and lower prices. This category includes such brands as Marc Jacobs, Michael Kors, Max Mara, Calvin Klein, Missioni, Etro, Anna Sui and others.

Diffuse brands(they are sometimes referred to by the term contemporary, denoting democratic brands of clothing, as they are in the middle between the premium class and lower classes).

The term "diffuse brands" or diffusion lines (English diffusion lines - lines of distribution) in the field of fashion business appeared in the early 1990s, when there were big changes in the distribution strategy of designer brands. In the 1970s and 1980s, some big-name brands such as Gucci and Pierre Cardin began to license the use of the brand name to a range of consumer goods manufacturers, which led to the emergence of a number of mass-produced cheap products, such as Gucci lighters. . As a result, by 1980, the Gucci brand name belonged to 22,000 product names. In addition, a whole chain has appeared that sells Pierre Cardin clothing that does not correspond to the high status of this brand.

This approach caused significant damage to the exclusivity and prestige of brands. But as designer brand owners clearly understood that haute couture was not profitable, the number of customers in this category was rapidly declining, and ready-to-wear lines had limited growth opportunities, new models of working with designer products were needed. The solution to the problem was the creation and development of diffuse brands, designed to be distributed to a wider range of customers. Consumers interested in good fashion clothes were offered brands that were cheaper, functional, made from less expensive fabrics, but with a strong stylistic connection with the parent designer brand.

Thus, by the end of the 20th century, three directions coexisted inside most fashion houses that create designer clothes: haute couture, ready-to-wear and diffuse brands, including second and third ready-to-wear lines, as well as narrowly functional lines. Some diffuse brands have become so successful that they have gradually acquired an individual status in the mind of the fashion consumer. For example, Miu Miu, which started out as a cheaper line of Prada's status brand, has grown into a stand-alone brand known all over the world. Now Miu Miu is the most expensive second line in the world.

This category includes such brands as Marc by Marc Jacobs (Marc Jacobs), D&G (Dolce & Gabbana), Y-3 (Yohji Yamamoto), Versus (Versace), Simply Vera (Vera Wang), Moschino Cheap & Chic (Moschino) , Moschino Love (Moschino), Miu Miu (Prada), See by Chloe (Chloe), Paul Smith Jeans (Paul Smith), McQ (Alexander McQueen), DKNY (Donna Karan,) MICHAELMichaelKors (MichaelKors), Halston Heritage (Halston) , Burberry Prorsum, Just Cavalli (Roberto Cavalli).

Diffuse brands provide designer brands with some sort of protection against mergers with mass-market apparel, serving as a sort of buffer between ready-to-wear and mass-produced apparel.

The value of diffuse brands in the brand portfolio of a designer brand as a whole is extremely high. The second and third lines are a constant replenishment of designer clothing retail. They generate income and, more importantly, profit. Diffusion brands are, among other things, easy to create and easy to take out of the market without damaging the ready-to-wear brand.

The number of products of different quality attached to a brand is called the brand portfolio. The brand portfolio of designer brands in the fashion business ideally combines brands belonging to different categories of clothing: haute couture, ready-to-wear, diffuse brands.

Bridge brands (English bridge - bridge) - clothing brands that have recently appeared on the fashion market as an independent bridge segment, which, based on the name, can be described as a kind of bridge between designer brands and brands for a wide range of consumers. Bridge brand is a term for fashion brands that produce high-quality (premium class) clothing and accessories, with a pricing policy of the middle segment (middle market). The relevance of this segment has grown due to the global economic crisis. Many bridge brands are not inferior in quality to clothing from diffuse lines. For example, Apriori, Cavita, Cacharel, IKKS, Zadig&Voltare, Morella, Stefanel, Laurel, etc.

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Categories of perfumery and cosmetic products

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The world is experiencing a real perfume boom. The number of new positions in the perfume market is constantly growing, but usually falls into the following main categories:

1. Elite - a category of "luxury" class that includes products or concepts associated with the popularity of a trademark or a name made by the public consciousness into a "brand" from the mass of their own kind. Products are positioned in the high price segment and are characterized by high quality ingredients and production technology. This category is characterized not only by its prestige, but also by the more frequent appearance of new products created according to the latest scientific developments. The first and main difference between elite perfumery is, of course, the aroma. This is the most important and expensive part of any perfume. Leading fashion houses spend a lot of money to get a unique recipe and a new formula. For the manufacture of luxury perfumes, the most expensive ingredients are usually used, which can emphasize the elegance of the fragrance and add interesting notes to the main fragrance. Selective brands include: Chanel, Estee Lauder, Christian Dior, Lancome, Giorgio Armani, Yves Saint Laurent and others. A fragrance in such an "atelier" is often created over several years, and as a result of these efforts, rare and memorable perfumes are presented to the public. A distinctive feature of elite cosmetics is also the presence of selective lines designed for certain skin or hair conditions. It is also believed that such cosmetics have a more effective effect. Elite cosmetics are produced in limited quantities and in very high quality packaging, which can be described as a small work of art. Selective cosmetics and perfumery are, in most cases, brands owned by leading fashion houses or companies with their own research institutes and laboratories. When developing elite perfumes and cosmetics, super-modern technologies and expensive ingredients are always used. Such products are not cheap, because in addition to high quality, the buyer also pays for a well-known name. Even the simplest daily care products cost 3-4 times more than the same “middle” or “mass-market” class products. The high price is due not only to prestige, but also to the more frequent appearance of cosmetic lines created according to the latest scientific developments. Products are produced in more expensive packaging, which can sometimes be a real work of art. So, here is just the shortest list: Christian Dior, Givenchy, Chanel, Clarins, Elizabeth Arden, Estee Lauder, Lancome, Helena Rubinstein, Guerlain, Nina Ricci, Versace, Clinique, Shiseido, Yves Saint Laurent, Sisley and others.

2. Middle-up (from the English middle - middle) - the so-called "golden mean" is the highest level of the middle class market. However, it is difficult to find differences between the "middle-up" subclass and the "luxury" class. Prices for the “middle market” category are always higher than for the middle class, and even more so for the “mass market”. The high middle class (middle-up) perfumery includes such brands as MEXX, Salvador Dali, Marina De Bourbone, Naomi Campbell. It is this group that constantly supplies new fragrances to the market, cleverly playing with combinations of different notes. This group is often identified with elite perfumery. Usually, such perfumes and cosmetics are retailed in specialized stores or a specialized department and have several professional lines. Professional cosmetics are often referred to as beauty institute cosmetics. As a rule, cosmetology institutes produce cosmetics for the main types of skin (dry, oily, normal) or hair, as well as for skin care and for solving some of its problems: dehydration, sagging, irritability, seborrhea, etc. Cosmetics are usually sold with applicators, brushes, and other application aids. Specialists of the institutes develop special care programs, preparations for which are produced in two versions: for salon and for home use. Usually the latter are designed to complement and enhance the effect of the former, but can also be used independently. All cosmetic products produced by institutes must be divided into lines depending on the type of skin - normal, dry, oily, sensitive or aging. They include cleansing preparations (milk, washing gel, tonic), moisturizing and nourishing products. In addition, each line necessarily contains the so-called intensive care products: serums, masks, therapeutic gels and creams. Some institutes work only with certain raw materials, such as essential oils, algae, plant or animal extracts. Others, on the contrary, use mixtures of various active ingredients in the production of their products. As already mentioned, the institutes also produce all kinds of drugs for use in beauty salons. The difference between professional cosmetics is also a large package (250-500 ml), which, as a rule, has the shape of a tube. In addition to conventional cosmetic products (creams, lotions, milk), cosmetic institutes also produce "exclusive products". They are intended exclusively for use in beauty salons and are not sold at retail. These products include, for example, professional masks. These are means of intensive action on the skin, which are prepared immediately before use from several components by a specially trained cosmetologist. As a rule, beauty institutes have their own training schools, as well as cosmetologist consultants who teach how to work with their products. Many institutes have also developed their own specific methods of influencing the skin, such as massage, gymnastics, etc. In addition to facial care products, many cosmetic institutes develop special body care programs. In addition to preparations for traditional massage, they include relaxing, firming, anti-cellulite agents, as well as preparations for the care of the bust and legs. Salon body care also provides for all kinds of masks and body wraps and, of course, is complemented by products for home use. Beauty Institutes: Thalgo Institute, Payot Institute, Lancome Institute, Decleor Institute, Darphin Institute, Gatineau Institute, Arnaud Institute, etc.

3. Middle-market - middle class products. Perfumes "middle class" - a good combination of price and quality. The middle market is a relatively inexpensive product focused on large sales volumes. The most serious attention is paid to the marketing policy, and not to the creation of a unique flavor. However, a prerequisite for this category is comfort. The cream should be easy to apply, quickly absorbed, have a pleasant fragrance and, if possible, a beautiful color and packaging. It is the products of the "middle market" that are now most popular in Russia. Our women still cannot afford luxury cosmetics, but they no longer risk using mass-market cosmetics. Now buyers prefer to save a little money, but buy something that would guarantee efficiency and comfort. "Middle market" is a lower price while maintaining High Quality product. The most popular brands in this category are Yves Rocher, L "Oreal, AVON, VICHY, Isa Dora and others.

4. Mass market - the cheapest products available to most consumers, the so-called "consumer goods". This category is produced in large quantities, neither new technologies nor expensive ingredients are used in its development: this is simply impossible with such a low price and huge production volumes. Mass market - can be purchased at any store - from a large department store and super market to a shop in a remote province. Mass-market cosmetics take care of the skin, but do not solve any problems (pimples, wrinkles). Goods in this category - consumer goods - usually do not have a division into lines. The main criteria of the class are low price (up to $10), simplicity and accessibility in application.

Summing up, I would like to note that the "niche" orientation is typical for all four perfume and cosmetic categories. The concept of "niche" is expressed in the use of consumer specifics (sports, children), giving the product some special properties in the eyes of the buyer (using specific ingredients), specializing in specific products, such as bath salts. The lower price segment is also a market niche, but going into it is more of a way to survive than a development strategy.

Information prepared according to
materials of electronic and media publications

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