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In Russia colour cosmetics consumption rate is the largest in Europe (80% of women apply make-up every day and 10% use colour cosmetics 4-5 times a week). Five years ago a foreigner coming to Russia could notice, that a lot of local women wear bright lipstick. At present specialists say about shift in consumption habits, for the majority of Russian women prefer to make accent on eyes, while lips remain in discreet colors. Lipstick, however, remains the most popular make-up product. 75.2% of Russian women prefer lipstick most of all. 57.7% of consumers choose mascara. Women also can not do without nail polish (51.7%), eye shadows (44%) and eye pencil (38.7%). Cream powder and compact powder are still not very popular with 9% and 10.8% consumption share correspondently. 12.6% of women claim to use various kinds of foundation (Comcon Pharma). What factors influence people while choosing make-up products? Personal experience plays the major role. Though colour cosmetics industry thrives on innovation, 81% of Russian women claim to choose trademarks, which they have tried before. Product quality takes the second place in the rating of factors. 65.7% of women rely on a manufacturer statement underlining high quality. Thus over half of make-up consumers are extremely susceptible to advertisement.
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