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National Interests: Priorities and Security
 

Analysis of the Russian cosmetics market development and possibilities of implementing a new business project

Vol. 21, Iss. 1, JANUARY 2025

Received: 20 June 2024

Accepted: 25 August 2024

Available online: 17 January 2025

Subject Heading: SUSTAINABLE DEVELOPMENT OF ECONOMY

JEL Classification: I25

Pages: 55-68

https://doi.org/10.24891/ni.21.1.55

Ol’ga V. ASTAF’EVA Financial University under Government of Russian Federation, Moscow, Russian Federation
astafeva86@mail.ru

https://orcid.org/0000-0001-6445-4456

Ziyad Z. GASANOV Financial University under Government of Russian Federation, Moscow, Russian Federation
ziyad.gasanov.02@inbox.ru

ORCID id: not available

Subject. The article addresses the perfumery and cosmetics market development in Russia in the context of sanctions.
Objectives. The study aims to assess the activities of retailers and Russian manufacturers of cosmetic products.
Methods. The study employs content analysis and comparative analysis.
Results. The main advantage of the Russian cosmetics market is the ability to scale up business and automate workflows. Native advertising is one of the most effective ways to promote products. Competition between manufacturers in the Russian cosmetics market is becoming increasingly fierce.
Conclusions. Taking into account the current data, it is possible to create a successful brand that will occupy its niche in the market and provide a stable income in the long term.

Keywords: cosmetics market, online trade, retail company, environmental friendliness, personalization

References:

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  2. Yakimova A.V. [Current trends in the cosmetics market]. Aktual'nye voprosy otraslevykh rynkov i mezhdunarodnoi kommertsii, 2019, no. 1. (In Russ.) URL: Link
  3. Kamaletdinov A.Sh., Ksenofontov A.A. [Theoretical foundations of information support for the assessment of the organization’ factors and risks]. Innovatsii i investitsii = Innovation & Investment, 2022, no. 6, pp. 52–57. URL: Link (In Russ.)
  4. Gileva T.A., Khussamov R.R. [Genesis and key elements of the mechanism of digital transformation of industrial enterprises]. Ekonomika i upravlenie = Economics and Management, 2023, vol. 29, no. 9, pp. 1004–1018. (In Russ.) URL: Link
  5. Aleksandrova K.Yu. [Innovation in the field of perfume and cosmetic industry]. Nauchnye trudy Kubanskogo gosudarstvennogo tekhnologicheskogo universiteta, 2015, no. 13. (In Russ.) URL: Link
  6. Leonovich A.A., Sinyaeva I.M. [The supply and demand for innovative cosmetic products on the Russian market]. Biznes i obshchestvo, 2015, no. 2. (In Russ.) URL: Link

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ISSN 2311-875X (Online)
ISSN 2073-2872 (Print)

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