Case studies - 7 June 2019

Analysis of competitive environment and opportunities on the cosmetics market

Our client, a leader on the market of direct sales of cosmetics, asked PMR to conduct an analysis of the competitive environment on the Belarusian cosmetics market (direct sales segment).

Objective of project

The findings would assist our client in optimizing their current sales strategy and form the basis of a new development strategy for the coming years.

Project details

PMR conducted an analysis of the competitive environment, which included comprehensive and up-to-date information on the main players in the segment of direct sales of cosmetics in Belarus.


The project also entailed a benchmark analysis of the main competitors’ product offer, and their distribution and marketing models. The company profiles gave insight into distributors’ operating range and rules of cooperation with a direct sales network. Data was also collected on the target group and best-selling products on the Belarusian market.

Project results

Our research provided the client with useful information, which allowed them to make informed decisions concerning developing their product offer and optimizing the sales strategy on that market. The client had a more thorough understanding of their competitors’ models and latest trends on the market, thus allowing for better positioning of the brand and achieving market success.

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Agnieszka Skonieczna

Market Analysis Director