UDC 334
DOI: 10.51409/v.a.2022.09.03.001
Authors
T. P. GORELOVA,
PhD in Economy, Associate Professor,
Associate Professor Department,
of Logistics and marketing Financial
University under the government of the
Russian Federation, Moscow, Russia
T. B. SEREBROVSKAYA,
PhD, Associate Professor, Department
of Foreign Languages,
Synergy University,
Moscow, Russia
Abstract
Purpose of the article. The beauty industry is the most developing area thanks to innovations in the fields of
medicine, fashion and beauty. However, this market is also characterized by a constant change in consumer requirements,
behind which companies should «keep up» and adapt to them in order to remain competitive in the market and expand
the circle of their loyal consumers.
In this regard, the market of cosmetics, one of which is hair care, is the most dynamic. Hair care products (shampoos,
balms, etc.) are everyday goods, which is why they occupy a significant share of the cosmetics market.
Materials and methods. The paper describes the dynamics of the development of Natura Siberica, examines the
main trends in the Russian shampoo market, describes the portrait of a modern consumer of Natura Siberica shampoos,
and makes recommendations for improving the activities of Natura Siberica.
Results. The conducted research has shown that the main trends in the shampoo market in Russia are environmental
friendliness of products, superfoods for hair, reduction of water use, k-beauty, multifunctional products, as well as design
and environmental friendliness of packaging.
Conclusion. Recommendations have been developed to improve the activities of Natura Siberica: continued positioning
of Natura Siberica as an ecological brand; expansion of the Japonica Siberica series; creation of a convenient space for
online shopping (creation of a mobile application, optimization of the official website), development of multifunctional
shampoos with natural composition and the use of superfoods, focus on environmental friendliness and cleanliness of
production, as well as development of personalized offers and creation of a universal shampoo.
Keywords
portrait of the consumer, digital consumer, cosmetics market, development of the company’s activities.