Kiko Milano “applies makeup. Kiko Milano: everything you wanted to know about the new brand

Kiko Milano Shine Refine Tonic Sebum-Balancing Toner

The sebum-normalizing facial tonic contains salicylic acid and is intended for combination and oily-prone skin, which is not at all what I have, and I don’t buy tonics containing alcohol, but since this product came to me by accident, I couldn’t I couldn't try it and it didn't disappoint me. But let's take things in order.
Ingredients: Aqua, Alcohol Denat., Glycerin, Butylene Glycol, Niacinamide, BIS-PEG 18 Methyl Ether Dimethyl Silane, Hamamelis Virginiana Water, Phenoxyethanol, PPG-26-Buteth-26, Ethylhexylglycerin, PEG-40 Hydrogenated Castor Oil, Parfum, Caprylyl Glycol, Salicylic Acid, Disodium EDTA, Benzyl Alcohol, Lens Esculenta Seed Extract, Portulaca Oleracea Extract, BHT, Nicotiana Sylvestris Leaf Cell Culture, Dehydroacetic Acid.
Despite the content of salicylic acid and alcohol, the tonic dries the skin only slightly, and there is not even a feeling of tightness after use. Of course, I do not consider this product as the beginning of moisturizing the skin after cleansing, quite the contrary, this tonic is a continuation of the skin cleansing stage and I used it only in the morning.
The tonic removes excess skin secretions and impurities, but does not moisturize the skin or soften it. More in form, this is a lotion for problem skin, but with less impact if you have severe rashes or inflammation on the skin. Just in this case, the tonic dries out the inflammation well and it goes away faster. Despite the fact that I have combination skin, but prone to dryness, this tonic did not cause redness on my skin (which the manufacturer generally warns about), and also did not dry out my already dry skin in some areas.
The toner's consumption is very economical, especially if you use it only according to your skin's needs.
Rating: 4-
Testing period: 3 months
Price: 1080 rub.

Kiko Milano Pure Clean Eyes&Lips Two-Phase Waterproof Make up Remover

Two-phase eye and lip makeup remover in a standard plastic bottle of 125 ml. Suitable for all skin types and removing waterproof makeup.
Ingredients: Aqua, Isododecane, Hydrogenated Polydecene, Butylene Glycol, Sodium Chloride, Xylitol, Benzyl Alcohol, Prunus Amygdalus Dulcis Oil (Sweet Almond Oil), Hexylene Glycol, Glycerine, Ethylhexylglycerin, Disodium EDTA, Tetrasodium EDTA, Lactic Acid, Phenoxyethanol, Lysine, Sodium Hydroxide, Prunus Serrulata Flower Extract, Bioccharide GUM-1, Potassium Chloride, Magnesium Chloride, Sodium Citrate, Potassium Sorbate, Citric Acid, Zinc Chloride, CI 16035 (Red 40), CI 42090 (Blue 1)
The product removes waterproof makeup well, is gentle enough and is suitable for sensitive eyes. After makeup removal, the product is very easily washed off with running water, does not irritate the eyes and does not leave a film on the mucous membrane. In principle, this is a quite comfortable makeup remover for reasonable money. It also perfectly removes long-lasting lipsticks, especially matte ones.
The consumption is average, since the product has a fairly wide hole for extracting liquid, so most often more product is extracted than necessary.
Rating: 5
Testing period: 2 months
Price: 630 rub.

One of the most interesting products for me in the care segment is face masks. Today we can find many options for different masks, and the Kiko Milano brand has quite a lot of them in its care line, and for my first acquaintance I liked two - a moisturizing mask and a lifting mask for radiant skin.

Kiko Milano Bright Lift Mask Intensive Lifting Effect Mask

A lifting mask with marine collagen is designed to rejuvenate the skin and eliminate signs of fatigue.
The manufacturer recommends applying the mask to dry, clean facial skin for 10-15 minutes, then rinsing with water.
Ingredients: Aqua, PVP, Glycerin, Cetearyl Alcohol, Hydroxyethylcellulose, Kaolin, Pentaerythrityl Tetraisostearate, Ceteareth-20, Phenoxyethanol, Lactic Acid, Hydroxypropyl Guar, Caprylyl Glycol, Sodium Polyacrylate, Ethylhexylglycerin, hexylene Glycol, Ascorbyl Tetraisopalmitate, Par fum, Silica Dimethyl Silylate, Pentylene Glycol, Butylene Glycol, Sodium Chondroitin Sulfate, Atelocollagen, Citronellol, Limonene, CI 77947 (Zinc Oxide), CI 77891 (Titanium Dioxide).
The mask is applied in a thin layer to clean skin and spreads well over the skin thanks to its light creamy consistency. In 10-15 minutes it is not completely absorbed into the skin, it does not dry out or irritate the skin, there is no feeling of tightness or any other discomfort on the skin.
After application, the face tone is uniform, let’s say a slight lifting effect is noticeable, but it is very short-lived and you won’t notice it literally the next morning. Blackheads lighten a little, as with most masks, and not only cleansing ones. The mask did not have any other effects. Instant fresh complexion without cumulative effect.
Rating: 3
Testing period: 3 months
Price: 900 rub.

Kiko Milano Hydra Pro Mask Moisturizing Intensive Mask

A standard moisturizing mask from Kiko in a high-quality pink tube (have you noticed that most moisturizing masks have delicate light shades?) and with a creamy texture.
Ingredients: aqua (water/eau), glycerin, glyceryl stearate, caprylic/capric triglyceride, butyrospermum parkii butter (butyrospermum parkii (shea) butter), cetearyl alcohol, peg-100 stearate, aluminum starch octenylsuccinate, trehalose, prunus armeniaca kernel oil ( prunus armeniaca (apricot) kernel oil), phenoxyethanol, hydroxyethylcellulose, potassium pca, caprylyl glycol, pvp, tocopheryl acetate, butylene glycol, ethylhexylglycerin, hexylene glycol, retinyl palmitate, sodium hyaluronate, parfum (fragrance), opuntia ficus-indica stem extract, sodium hydroxide, lactic acid, limonene, tocopherol, potassium sorbate, citronellol, ammonium c6-16 perfluoroalkylethyl phosphate, ci 77491 (iron oxides), ci 77891 (titanium dioxide)
The mask is applied in a thin layer to the face for 10 minutes, then it should be washed off with water. Some people like to leave moisturizing masks on all night, but most often this method does not suit me personally, and this mask is no exception. If you leave it on longer than expected, my skin starts to itch and I want to wash off the mask quickly, so I use it strictly for up to 10 minutes.
The mask moisturizes the skin moderately, I would even say that a good moisturizer provides more hydration. After use, the skin is soft, the complexion is more even tone and that’s all. The next morning, you won’t even remember that you used a moisturizing face mask - the effect is too short-lived. As you understand, there is no cumulative effect, so the product is for single use and is more suitable for use after a cleansing mask. At the same time, the mask does not irritate the skin, does not clog pores and does not provoke rashes. This is an average option.
Rating: 3
Testing period: 3 months
Price: 810 rub.

Kiko Milano Skin Trainer Youth-Generating Serum

And finally, let's move on to the brand's hit - the Skin Trainer facial serum. Who doesn’t praise her, as well as the entire “red” Kiko line.
I have an old version of the serum, now the bottle has been updated and I hope it has been made more convenient, since this something with a pipette is an absolutely inconvenient format.

Ingredients: aqua (water/eau), glycerin, polymethyl methacrylate, trimethylsiloxyphenyl dimethicone, dimethicone, aluminum starch octenylsuccinate, butyrospermum parkii butter (butyrospermum parkii (shea) butter), pentaerythrityl tetraethylhexanoate, potassium cetyl phosphate, xylitol, acrylates copolymer, ammonium acryloyldimethyltau rate/ vp copolymer, ascorbyl tetraisopalmitate, butylene glycol, capryloyl glycine, caprylyl glycol, creatine, dimethicone crosspolymer, disodium edta, helianthus annuus seed oil (helianthus annuus (sunflower) seed oil), hydrolyzed hyaluronic acid, hydrolyzed sesame protein pg-propyl methylsilanediol, lactobionic acid, lycium barbarum fruit extract, o-cymen-5-ol, parfum (fragrance), pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate, phenoxyethanol, potassium sorbate, resveratrol, sodium benzoate, sodium dehydroacetate, sodium polyacrylate, sodium polystyrene sulfonate, sorghum bicolor stalk juice, stearic acid, vp/polycarbamyl polyglycol ester, ci 14700 (red 4), ci 19140 (yellow 5)
The consistency of the serum is something between serum and liquid cream, pale yellow in color. Removing it with a pipette is very problematic, since inside the bottle the pipette passes through a tube and collects the serum from the bottom of the bottle. Firstly, it is unclear how much product is left inside, and secondly, you may not get anything out at all the first time. So there is a clear minus for the packaging.
Now let's move on to the content. The serum has a pleasant and unobtrusive aroma and for a single use you need a couple of drops of the product, the main thing is to extract them))))
The serum spreads well over the skin and is quickly absorbed. After use, the skin is soft and perfectly hydrated, so I share the general delight in using this product. I used this product at night, and in the morning my skin was perfectly hydrated.
The product is more effective after using cleansing masks, the skin is smooth and glowing. Excellent nutrition and hydration. Moreover, I used this serum alone without cream and it is more than enough to perfectly moisturize the skin. Still, it’s not for nothing that she is so praised all over the world.
The serum does not clog pores, does not provoke rashes and does not irritate the skin due to microdamage. Yes, we have a chemical composition and all that, but the product worked great for me, so it’s quite possible that I will repeat it someday.
Rating: 5
Testing period: 3 months
Price: 2440 rub.

A new retailer of affordable cosmetics will soon appear on the Russian market. According to Izvestia, the Italian company Kiko Milano is entering the country and plans to open 30 stores of the same name this year. Experts consider the timing to be good - during a crisis, the so-called lipstick effect appears. The share of consumers buying decorative cosmetics, although falling slightly, remains significant - 50% in 2015.

The seller of affordable cosmetics Kiko Milano is entering Russia; by the end of 2016, 30 outlets under this brand should open in the capital, retail real estate brokers told Izvestia. The company is interested in all top shopping centers. The retailer needs sites of 80–200 sq. m. m, follows from her presentation sent to all capital brokers. The store will offer 1.4 thousand items of goods: eye shadow, lipstick, nail polish, etc. Kiko will develop the network independently. The parent company Percassi did not respond to Izvestia’s request.

Evgenia Khakberdieva, director for leasing shopping centers at Knight Frank's retail real estate department, says that there is still enough room for affordable decorative cosmetics on the Russian market. According to her, in Moscow Kiko will face competitors such as Inglot and NYX.

For about two years, the American NYX has been represented in 74 retail outlets in the capital region. Since 2012, Polish Inglot has been developing 37 stores under franchise in Russia, six of which are in the capital. Development director of Inglot's local partner, Ankor, Alexander Kitaev, says that the company is now doing well: despite the crisis, demand for decorative cosmetics is growing. However, there are some disadvantages: according to him, the retailer’s margins are decreasing.

We still make purchases in foreign currency, like everyone else, but we cannot significantly raise selling prices,” he says. He also notes that shopping center owners have difficulty renegotiating lease terms and making concessions.

The Italian company Kiko was founded in 1997 and is part of the Percassi group (it also develops retail chains Madina, Womo, etc.). Kiko is represented by 761 stores in 14 countries, plus 35 operate online. The company has the most stores in Italy - 312, followed by Spain - 128 and Germany - 52 stores at the end of 2015. Kiko cosmetics are aimed at young women 18–35 years old.

Experts note both the pros and cons of the strategy chosen by the retailer. For example, they note that the format of a small retail space was chosen correctly. At the same time, rental and personnel costs are minimal, explains the head of Y-consulting Daria Yadernaya. In addition, she explains that the cosmetics market traditionally increases in volume during times of crisis. The so-called lipstick effect occurs, the expert recalls. It lies in the fact that women are ready to save on everything, but as compensation they cannot refuse to buy extra lipstick. According to Y-consulting, the decorative cosmetics market in 2015 grew by 14.4% in ruble terms.

Ipsos Comcon Client Director Irina Vasenkova emphasizes that last year “the share of women buying cosmetics and perfumes decreased from 52 to 50%, but there is no sharp abandonment of the category.” Back in 2011, 53.4% ​​bought cosmetics.

But Kiko is entering the most competitive segment, which accounts for about 67% of all cosmetics on the market, although it is growing more slowly - by only 4.5% over the previous year, and this growth, of course, is inflationary, notes Daria Yadernaya.

In addition, in her opinion, Kiko Milano will have to break through not only in its price segment, but also compete with large chains that have been on the market for a long time and have significant marketing expenses.

Irina Vasenkova believes that the idea of ​​opening retail outlets with an affordable range is quite successful for a crisis, since at such times people switch to cheaper brands and prefer stores with lower prices. We are mainly talking about specialized cosmetic stores - 53% of respondents made purchases here.

On June 17, the first Kiko Milano store in Russia opens in Moscow. We spoke with the brand's CEO Jan Heere and creative director Andrea Pesce about how Kiko manages to be the Zara of beauty, and what we can expect from them in the future.
Next year Kiko Milano turns 20 years old. Its background includes more than 800 stores, online sales in 35 countries and an impressive assortment of about 1,500 decorative cosmetics, accessories and skin care products. Tomorrow, June 17, the first Kiko Milano store opens in Moscow, in the Okhotny Ryad shopping center(what we talked about, perhaps :)).

Glacial Light Soft Sifter Foundation Kiko

Jan Heere and Andrea Pesce flew to Moscow for the opening - and we caught up with them to find out everything first-hand.

About the Kiko Milano brand

— Why Kiko?

Andrea: It’s a secret, but try asking Stefano (editor’s note: Stefano Percassi is the founder of the brand)? Kiko is pronounced the same in all languages, and there is something Japanese about the word. And people associate Japan with professionalism.

Ian: It seems that Andrea and I will have troubles, but we’ll tell you -) Stefano created the company when he was 20 years old, traveled halfway around the world in search of a name - simple, memorable. And I found a Japanese woman in a bar in Manhattan -)) Fortunately, her name was Kiko, and not, for example, Amaterasu.

— How did Kiko start, what was the first product?

Ian: There were several. We started with a line of basic products - eye shadows, lipsticks, foundations - with a large palette. Our first store in Milan was very small, and our task was to fit the entire range there.

— Which segment do you consider yourself to be: mass market, professional, middle?

Andrea: We make products for every day with professional quality and at reasonable prices.

Ian: Mass market, definitely.

— Asian and American cosmetics have their own style and philosophy. What is the specialty of Italian?

Andrea: Although the main trendsetters in cosmetics are Korea and the West Coast of the USA, everyone goes to Italy for quality.

Jan: Ability to handle color. You will always recognize an Italian at the airport. By the colorful jacket, shoes, haircut. It has this, you know, touch of Italy. Kiko is just as memorable.

— You have a huge assortment, more than 1,500 items - how many people are involved in their creation?

Andrea: About 100 people, but we have created a system where new ideas come from store employees - after all, they communicate with customers and feel their desires and needs. Now we have about 800 stores, by the end of the year another 200 will open. So it will be difficult to count them all)

Andrea Pesce and Lena Korenkova

About hits

— What means made the brand recognizable?

Andrea: Eyeshadow and nail polish.

— Which product do you consider the most commercially successful?

Andrea: Mascara and new skincare line Skin Trainer. She produced the effect of a bomb exploding!

— Which product are you proud of as the most revolutionary and/or the best on the market?

Andrea: First of all, with the same care Skin Trainer. The serum is especially good - it is suitable for skin of any age, it restores, moisturizes and gives the cells the necessary energy. Secondly, “tops” for eyelashes Top Coat Mascara. They need to be applied over mascara to enhance volume, curl, and separation of eyelashes. No one had anything like this before us. Third - CC-cream Cushion System. We were the first in Europe to make a cushion.

— Who do you dream of collaborating with?

Andrea: We’ve already done it with industrial designer Ross Lovegrove (editor’s note: Kiko Ross Lovegrove will be presented in Okhotny Ryad tomorrow).

What is important to us is not a big name, but an idea. A student blogger instead of a fashion designer is quite possible. I can say for sure that we will not deal with those who offer - but let’s do like someone else did, and that was cool. Thank you, but we want it our way.

Kiko Ross Lovegrove Collection

About prices and competition

— How do you make such high-quality cosmetics at such ridiculous prices? Typically, manufacturers save on pigments and use large shimmer. What's your secret?

Andrea: We make a small markup on cost, but are uncompromising on quality. Today you came to the store, bought some eyeshadow, and you liked it. Tomorrow you will come for others. The day after tomorrow - try lipstick and so on. If you do not produce the ideal product - not good, but ideal - get ready to bury your business.

Jan: The raw materials must be of high quality. And the price - we will always make sure that it is correct in the end, the volumes allow us to do this. In some places we may sacrifice profit. We work with the best suppliers, and they appreciate that we give them the opportunity to develop, be creative, and introduce new technologies with our support (and then offer them to other cosmetic companies).

— But you also organize sales, special offers “five for the price of three”? How, this is almost Giorgio Armani at L’oreal Paris prices?

Andrea: Yes, because we sell cosmetics in our own stores and do not work with intermediaries.

— Why did you start producing facial care? Decorative cosmetics may be inexpensive, but creams are questionable?

Andrea: First of all, I wouldn't say that the price is low. Still, she is reasonable. Secondly, beautiful makeup starts with well-groomed skin. Realizing this, we prepared for the launch for more than three years and created effective tools.

Ian: We want people to say: yes, we trust Kiko to take care of their skin. Therefore, we worked on new products for a long time (they turned out even better than expected) and, by the way, brought them to Moscow.

— Who do you think is your competitor, both in Russia and in the world as a whole?

Ian: That's it. I'm not sure Chanel or YSL are very happy with us. We know that MAC and Inglot are watching us closely, and in some ways even copying us. But this means we are working in the right direction. Many people want to do what Zara does, but there is only one Zara. I can proudly say there is only one Kiko.

About comments on the Internet

— Do you listen to reviews on the Internet? I wrote: “Bad packaging” or “I wish it was the same, but in burgundy” – can you correct it? Will you add?

Andrea: Of course! Most often, reviews voice ideas that are already in development. Although it happens, buyers cannot find a common language with an unusual product because they do not know how to use it. Then we come up with ways to talk about it.

Jan: What color do you want? Let's add! Now it takes longer than we would like, the industry is slow. A dress can be sewn in three days, but lipstick can take an eternity to make. But we are working on it.

— Have you felt any changes with the advent of Instagram, bloggers and digital in general? Someone said: “cool lipstick!”, and it immediately became wildly popular?

Andrea: Yes, we see it in sales results. As a result, girls have become more aware of trends and cosmetics, and when they come to the store, they already know exactly what they want.

About Russia and plans for the future

— You are very popular in Russia. Why didn't you open earlier? We have been waiting for you for a long time.

Andrea: We wanted to come right away - and seriously. We have global plans: in Moscow alone we will open not one trial store, but 20 stores by the end of the year. This required time and serious preparation.

Ian: We want to paint Russia! I love Russia, Stefano too. Russian women are interested in fashion, cosmetics, travel, and actively use gadgets. This is the most “reactive” country in terms of e-commerce, one of the most desirable markets, and no matter what level the economy is at.

— Will we have all the shades and the entire range available?

Andrea: Absolutely! Of course, not everything will fit in small stores, but the flagships will have all the products and shades. In the future, we plan to release a special edition for individual countries, including Russia.

— Do you plan to open in other cities of Russia?

Ian: Yes. From next year. This year the plans are 20 stores in Moscow.

- A little?

Ian: Not enough. Moscow is a whole country. I lived here for some time and I can say for sure: the traffic jam at the traffic light on Tverskaya is larger than the traffic jams in all of Milan. We want Kiko stores to be within walking distance - on the way to work, in large stores, on central streets and near the metro.

— What products, in your opinion, will be especially popular here?

Andrea: Russian women are well versed in cosmetics. There are countries where girls need to be explained how to use it, why they need it - but not here. I think brow products and face primers would work well here.

— What can we expect in the near future?

Andrea: New beautiful collaborations, an expanded line of foundation shades (30 dark and light – already in September).

And next year, Kiko is preparing a big launch for Generation Z. We are talking about buyers who are under 18. They perceive beauty differently and see makeup not as a way of decoration, but as a means of self-expression: bright colors, unusual methods of application. It's interesting, and we have something to offer them.

Blitz survey

Kiko vs. MAC: They target makeup artists, we target everyday consumers.
Kiko vs. Nars: Conceptual brand. We have a much larger assortment.
Kiko vs. Inglot: We are more about fashion and limited collections.
Kiko vs. All: Kiko is the only brand that does not have a clearly defined buyer persona in its head. All countries, all ages, needs.

Jan Heere

I answered in one word - The Best :)

5 facts about Kiko Milano that you may not have known:

• The father of Stefano Percassi, the creator of Kiko Milano, once opened the first Benetton store in Russia.
• Every year the brand releases about 400 new shades of products. Every month (and sometimes every week) there is something new.
• The company is currently working on the 2018 collections, but according to Andrea Pesce, they are always ready to make changes, as they say, “on the fly.” In two years, fashion can take an unexpected turn.
• In foreign stores, you can use the Kiko Milano beauty application: it suggests suitable colors for different eye shades, creates face charts that can be printed, and much more. In Russia - in the near future.
• Kiko Milano’s immediate plans include opening an online store that will deliver funds anywhere in Russia.

Founded in 1997 in Italy, KIKO MILANO has changed traditional cosmetic standards around the world. Today, KIKO has more than 1,000 stores in 20 countries, as well as online stores in 35 countries, and offers a wide range of more than 1,600 high-quality products, including color cosmetics, accessories and the latest skin care products.

“Beauty belongs to everyone, and we choose to live in color,” is the main idea of ​​KIKO MILANO.

INNOVATIONS IN TEXTURE AND COLOR

KIKO draws inspiration from the atmosphere and traditions of Milan, the world's cradle of art, fashion and design, capturing the latest trends and communicating them to women around the world, skillfully combining quality and creativity - native Italian traits - with global ideas and solutions. The KIKO universe is a stage where new images and bold ideas are embodied.
KIKO transforms global trends into affordable products that meet the needs and desires of modern women.

HIGH QUALITY

High quality and safety combined with creativity, impeccable taste and attention to detail - this is what sets KIKO MILANO apart.
About 97% of decorative cosmetics and face and body skin care products are produced in Europe, as well as in the USA, Korea and Japan. Each product is the result of long-term research and development by a team of professionals. All cosmetics produced by the brand undergo dermatological testing in independent laboratories for KIKO safety certification.
The quality control of each product and ingredient meets strict legal requirements, including animal testing regulations. The company imposes even more stringent requirements on its products: KIKO has compiled a “black list” of cosmetic components that are permitted in various countries, but the use of which the brand considers unacceptable.

SEE YOU AT KIKO

Visit KIKO MILANO stores and share your ideas with makeup artists and cosmetologists, try many new shades and products, try on new looks and choose an effective care system according to the characteristics of your skin.
KIKO MILANO stores will give you not only the joy of shopping, but also real pleasure and a good mood.

A new retailer of affordable cosmetics will soon appear on the Russian market. According to Izvestia, the Italian company Kiko Milano is entering the country and plans to open 30 stores of the same name this year. Experts consider the timing to be good—during a crisis, the so-called lipstick effect manifests itself. The share of consumers buying decorative cosmetics, although falling slightly, remains significant - 50% in 2015.

The seller of affordable cosmetics Kiko Milano is entering Russia; by the end of 2016, 30 points under this brand should open in the capital, retail real estate brokers told Izvestia. The company is interested in all top shopping centers. The retailer needs sites of 80-200 square meters. m, follows from her presentation sent to all capital brokers. The store will offer 1.4 thousand items of goods: eye shadow, lipstick, nail polish, etc. Kiko will develop the network independently. Percassi's parent company did not respond to Izvestia's request.

Evgenia Khakberdieva, director for leasing shopping centers at Knight Frank's retail real estate department, says that there is still enough room for affordable decorative cosmetics on the Russian market. According to her, in Moscow Kiko will face competitors such as Inglot and NYX.

For about two years, the American NYX has been represented in 74 retail outlets in the capital region. Since 2012, Polish Inglot has been developing 37 stores under franchise in Russia, six of which are in the capital. Development director of Inglot's local partner, Ankor, Alexander Kitaev, says that the company is now doing well: despite the crisis, demand for decorative cosmetics is growing. However, there are some disadvantages: according to him, the retailer’s margins are decreasing.

“We still make purchases in foreign currency, like everyone else, but we cannot significantly raise selling prices,” he says. He also notes that shopping center owners have difficulty renegotiating lease terms and making concessions.

The Italian company Kiko was founded in 1997 and is part of the Percassi group (it also develops retail chains Madina, Womo, etc.). Kiko is represented by 761 stores in 14 countries, plus 35 operate online. The company has the most stores in Italy - 312, followed by Spain - 128 and Germany - 52 stores at the end of 2015. Kiko cosmetics are aimed at young women 18-35 years old.

Experts note both the pros and cons of the strategy chosen by the retailer. For example, they note that the format of a small retail space was chosen correctly. At the same time, rental and personnel costs are minimal, explains the head of Y-consulting Daria Yadernaya. In addition, she explains that the cosmetics market traditionally increases in volume during times of crisis. The so-called lipstick effect occurs, the expert recalls. It lies in the fact that women are ready to save on everything, but as compensation they cannot refuse to buy extra lipstick. According to Y-consulting, the decorative cosmetics market in 2015 grew by 14.4% in ruble terms.

Ipsos Comcon Client Director Irina Vasenkova emphasizes that last year “the share of women buying cosmetics and perfumes decreased from 52 to 50%, but there is no sharp abandonment of the category.” Back in 2011, 53.4% ​​bought cosmetics.

“But Kiko is entering the most competitive segment, which accounts for about 67% of all cosmetics on the market, although it is growing more slowly - by only 4.5% over the previous year, and this growth, of course, is inflationary,” notes Daria Yadernaya.

In addition, in her opinion, Kiko Milano will have to break through not only in its price segment, but also compete with large chains that have been on the market for a long time and have significant marketing expenses.

Irina Vasenkova believes that the idea of ​​opening retail outlets with an affordable range is quite successful during a crisis, since at such times people switch to cheaper brands and prefer stores with lower prices. We are mainly talking about specialized cosmetic stores - 53% of respondents made purchases here.