On the Russian market a new affordable cosmetics retailer is coming soon. 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 choice of the moment to be a good one - in 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 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 sq. m, follows from her presentation, sent to all capital brokers. The store will feature 1.4 thousand items of goods: eye shadow, lipstick, nail polish, etc. Kiko will develop the network independently. Parent company Percassi did not respond to Izvestia's request.
Leasing director shopping centers Evgenia Khakberdieva, Head of Retail Real Estate Department at Knight Frank, says that there is still plenty of room on the Russian market for affordable decorative cosmetics. According to her, in Moscow Kiko will face such competitors as Inglot and NYX.
For about two years, the American NYX has been represented in 74 outlets in the metropolitan area. Since 2012, the Polish Inglot has been developing 37 franchise stores in Russia, six of which are in the capital. Alexander Kitaev, Development Director of Inglot's local partner, Ankor, says that the company is doing well now: despite the crisis, demand for decorative cosmetics is growing. At the same time, there are some disadvantages: according to him, the retailer's marginality is decreasing.
We still make purchases in foreign currency, like everyone else, while we cannot fundamentally raise selling prices, ”he says. He also notes that the owners of shopping centers are having difficulty revising the terms of the lease 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 and others). Kiko has 761 stores in 14 countries plus 35 online stores. The company has the most stores in Italy - 312, followed by Spain - 128 and Germany - 52 stores at the end of 2015. Kiko cosmetics is aimed at young women aged 18-35.
Experts note both the pros and cons of the strategy chosen by the retailer. For example, they note that the format of a small commercial premises. At the same time, the cost of rent and staff is minimal, explains the head of Y-consulting Daria Yadernaya. In addition, she explains that the cosmetics market traditionally increases in volume during a crisis. There is a so-called effect of lipstick, reminds the expert. 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 Account 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 rejection of the category.” Back in 2011, 53.4% bought cosmetics.
But Kiko goes into the most competitive segment, which accounts for about 67% of all cosmetics on the market, although it grows 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 networks, which have been on the market for a long time and have significant marketing costs.
Irina Vasenkova believes that the idea of opening outlets with an affordable assortment is quite fortunate for a crisis, because at such times people switch to cheaper brands and prefer stores with lower prices. Basically, we are talking about specialized cosmetic stores - 53% of respondents have made purchases here.
It seems that cosmetic middle-markets like NYX and Inglot have another competitor: the first full-fledged store of the Italian brand Kiko Milano has opened in Moscow. Previously, it was necessary to bring inexpensive and resistant nail polishes, makeup brushes and sponges from Europe: the brand's stores are located in most major cities from Barcelona or Kiko's own homeland - Milan to Warsaw, Zurich and Budapest.
As usual, everything was brought to Moscow at once: a full line of decorative cosmetics, nail polishes and related accessories like sponges, brushes and nail files, skin care products, as well as several limited editions. In order not to get confused in all the variety of freshly arrived funds, we asked the beauty blogger Ani Sargsyan, the host of the telegram channel about cosmetics with the laconic name Kosmetos, to make a list of priority purchases.
ani sargsyan
Kiko Milano is one of the most famous brands of Italian cosmetics. The reason for the popularity is simple: the company always follows trends and at the same time maintains fairly affordable prices. high quality products. It will not be easy to choose only a few products from the entire wide range, but it is best to start your acquaintance with Kiko Milano with these products.
Cream Crush Lasting Color Eyeshadow and Water Eyeshadow
Face 105 and Face 106 brushes
Blooming Glow Revitalizing Face Serum
Highlighter Radiant Touch Creamy Stick
Invisible Lip Liner
Cream Crush Lasting Color Eyeshadow and Water Eyeshadow
from 800 rubles
Cream shadows Сream Сrush can easily replace the famous Giorgio Armani Eyes To Kill - in fact, this is their closest analogue. The same with Water Eyeshadow, which can be applied both dry and wet, pre-moistening the brush with water or setting spray. It is impossible not to notice that they are very similar to the Nars Dual-Intensity shadows. Absolutely the same texture and durability plus a rich range of colors. I won't even mention the price difference.
Face 105 and Face 106 brushes
from 1,000 rubles
I could not ignore the line of brushes, because in Russia, in principle, there is almost no cheaper alternative in this category, and few people can afford Hakuhodo, beloved by Krygina, especially now. Fluffy brush number 106 is great for bronzer or light contouring (in 2016 it's called non-touring).
And the 105 brush is the perfect shape for foundation. By the way, unlike the sponge, the brush eats up many times less foundation.
Blooming Glow Revitalizing Face Serum
1 500 rubles
One of the brand's most famous and beloved products is the Blooming Glow serum with vitamins A and E. After it, the skin is moisturized and glows. Serum can also be used as a primer. It may be a little heavy for oily skin, but I just use two drops less.
Highlighter Radiant Touch Creamy Stick
from 800 rubles
2016 is the year of highlighters. And thank God, because finally we are not afraid to use them and do not consider them to be something optional. This creamy highlighter stick is perfect for summer. There is simply nothing easier to use!
Invisible Lip Liner
500 rubles
Great tool to extend the durability of lipstick. I apply it not only on the contour, but completely shade the lips with it - the surface is smoother and prepared for lipstick. A very handy item for anyone who often uses lipsticks ranging from nude to scarlet. The primer is colorless and does not change the color of the lipstick in any way.
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 choice of the moment to be a good one - in 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 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 sq. m, follows from her presentation, sent to all capital brokers. The store will feature 1.4 thousand items of goods: eye shadow, lipstick, nail polish, etc. Kiko will develop the network independently. Parent company Percassi did not respond to Izvestia's request.
Evgenia Khakberdiyeva, director of shopping mall leasing at Knight Frank's retail real estate department, says that there is still plenty of space on the Russian market for affordable decorative cosmetics. According to her, in Moscow Kiko will face such competitors as Inglot and NYX.
For about two years, the American NYX has been represented in 74 outlets in the metropolitan area. Since 2012, the Polish Inglot has been developing 37 franchise stores in Russia, six of which are in the capital. Alexander Kitaev, Development Director of Inglot's local partner, Ankor, says that the company is doing well now: despite the crisis, demand for decorative cosmetics is growing. At the same time, there are some disadvantages: according to him, the retailer's marginality is decreasing.
“We still make purchases in foreign currency, like everyone else, while we cannot fundamentally raise selling prices,” he says. He also notes that the owners of shopping centers are having difficulty revising the terms of the lease and making concessions.
The Italian company Kiko was founded in 1997 and is part of the Percassi group (it also develops Madina, Womo and other retail chains). Kiko has 761 stores in 14 countries plus 35 online stores. The company has the most stores in Italy - 312, followed by Spain - 128 and Germany - 52 stores at the end of 2015. Kiko cosmetics is aimed at young women aged 18-35.
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 is correctly chosen. At the same time, the cost of rent and staff is minimal, explains the head of Y-consulting Daria Yadernaya. In addition, she explains that the cosmetics market traditionally increases in volume during a crisis. There is a so-called effect of lipstick, reminds the expert. 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 customer service 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 rejection 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,” says 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 networks that have been on the market for a long time and have significant marketing costs.
Irina Vasenkova, on the other hand, believes that the idea of opening retail outlets with an affordable assortment is quite successful for the crisis, because at such moments people switch to cheaper brands and prefer stores with lower prices. Basically, we are talking about specialized cosmetic stores - 53% of respondents made purchases here.
In most cases, Kiko Milano is associated with us exclusively with decorative cosmetics, meanwhile the brand has a fairly wide range of face and body skin care products, and after the brand began to actively develop the opening of its stores in our country, I think that the products stamps will attract more and more interest.
I managed to get acquainted with a number of products for the eyes in the form of a base for shadows and mascara, but today we will only talk about care.
Kiko Milano Silhouette Design Anti-Cellulite Body Cream
I’ll make a reservation right away that it looks like this cream was discontinued and therefore I bought it on sale, and it is no longer on the official website of the brand. Nevertheless, the product is very good and perhaps some updated replacement will be released.
A white high-quality tube with a cream in 150 ml, in general, is smaller than usual, but it seems to be a narrowly focused remedy. I do not believe in cellulite creams, so I consider this product only as a cream for moisturizing the skin, it would be foolish to count on something else, and I am already quite an adult girl for this.
Ingredients: Aqua, Isopropyl Myristate, Glyceril Stearate SE, Propanediol, Ethylhexyl Stearate, Caffeine, Dicaprylyl Carbonate, Fisetin, Raspberry Ketone, Sphacelaria Scoparia (Sphacelaria coparia Extract), Dipropylene Glycol, Phospholipids, Escin, Beta-Sitosterol, Prunus Amygdalus Dulcis (Sweet Almond) Oil, Simmondsia Chinesis (Jojoba) Seed Oil, Tocopheryl Acetate, Myristyl Myristate, Sodium Polyacrylate, Parfum, Cetearyl Alcohol, Aluminum Starchoctenylsuccinate, Triticum Vulgare (Wheat) Germ Oil, Glycerin, Dicaprylyl Ether, Isopropyl Palmitate, Acrylates/Vinyl Isodecanoate Crosspolymer , Caprylyl Glycol, Silica Dimethyl Silylate, Hydroxyisohexyl 3-Cyclohexene Carboxaldehyde, Lanalool, Hexyl Cinnamal, Limonene, Citronellol, Coumarin, Sodium Hydroxide, BHT, Caprylhydroxamic Acid, Sodium Benzoate, Phenoxyethanol, Ethylhexylglycerin
The cream is of medium density, it is well removed from the tube, and at the end of use the tube itself is not deformed - very high quality plastic. The cream is very gentle and has a subtle and pleasant aroma, absolutely unobtrusive and quickly disappears from the skin of the body.
The cream spreads well on the skin of the body and is quickly absorbed. Despite the fact that there is only 150 ml of the product in the tube, it is very economical. The cream perfectly moisturizes the skin, even my hyper dry skin and is great as a winter care when the skin is most sensitive to temperature changes. At the same time, in the summer the cream will be quite appropriate and will not overload the skin with excessive moisture. A bonus is the pleasant scent. Unfortunately, the cream does not fight cellulite and excess weight))) But I can definitely say that excellent skin hydration plays an important role in its excellent appearance.
Score: 5
Testing period: 2 months
Price: 6.4 euros discounted
Kiko Milano Shine Refine Tonic Sebum Balancing Toner
The sebo-normalizing facial tonic contains salicylic acid and is intended for combination and oily skin, which is not at all the same as mine, and I don’t buy tonics with alcohol content, but since this product came to me by accident, I couldn’t I didn't try it and it didn't disappoint me. But let's go 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, there is not even a feeling of tightness after use. Of course, I do not consider this remedy as the beginning of moisturizing the skin after cleansing, on the contrary, this tonic is a continuation of the skin cleansing stage and I used it only in the morning.
Tonic removes excess skin secretion and impurities, while not moisturizing the skin and does not soften it. More like a lotion for troubled skin, but less effective if you have a lot of breakouts or inflammation on your skin. Just in this case, the tonic dries inflammation well and they pass faster. Despite the fact that my skin is combination, 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 consumption of the tonic is very economical, especially if you use it only for the needs of the skin.
Rating: 4-
Testing period: 3 months
Price: 1080 rubles.
Kiko Milano Pure Clean Eyes&Lips Two-Phase Waterproof Make up Remover
Two-phase make-up remover for eyes and lips in a standard plastic bottle of 125 ml. Suitable for all skin types and waterproof make-up removal.
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 soft enough and suitable for sensitive eyes. After make-up removal, the product is very easily washed off with running water, does not cause eye irritation and does not leave a film on the mucous membrane. In principle, this is quite a comfortable make-up remover for reasonable money. It also removes long-lasting lipsticks, especially matte ones.
The consumption is average, since the product has a rather wide opening for extracting liquid, therefore, more often than not, the product is extracted more than necessary.
Score: 5
Testing period: 2 months
Price: 630 rubles.
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 a lot of them in its care line, and for the first time I liked two - a moisturizing mask and a lifting mask for skin radiance.
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 skin for 10-15 minutes, then rinse 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, Parfum, 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 on clean skin and spreads well over the skin due to its light creamy consistency. In 10-15 minutes, it is not completely absorbed into the skin, while it does not dry out and does not irritate the skin, there is no feeling of tightness or any other discomfort on the skin.
After application, the tone of the face is homogeneous, let's say a slight lifting effect is noticeable, but it is very short and literally the next morning you will not notice it. Black dots brighten a little as well as from the action of most masks, and not only cleansing ones. There were no other effects noted with the mask. Momentary fresh complexion without cumulative effect.
Score: 3
Testing period: 3 months
Price: 900 rubles
Kiko Milano Hydra Pro Mask Moisturizing Intensive Mask
Kiko's standard hydrating mask comes in a high-quality pink tube (notice that most hydrating masks have subtle light shades?) and 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 on 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 keep it longer than the prescribed period, then my skin starts to itch and I want to quickly wash off the mask, so I use it strictly up to 10 minutes.
The mask moisturizes the skin moderately, I would even say that more moisture gives a good moisturizer. After application, the skin is soft, the complexion is more even and that's it. 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, as it were, for a 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. An average option.
Score: 3
Testing period: 3 months
Price: 810 rubles.
Kiko Milano Skin Trainer Youth-Generating Serum
And finally, let's move on to the hit of the brand - Skin Trainer face serum. Who just does not praise her, as well as the entire "red" line of Kiko.
I have old version serum, now the bottle has been updated and I hope they have made it 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 acryloyldimethyltaurate/ 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 (re d 4), ci 19140 (yellow 5)
The consistency of the serum is something between a serum and a liquid cream of pale yellow color. It is very problematic to extract it with a pipette, since inside the bottle the pipette passes through the tube and collects the serum from the bottom of the bottle. Firstly, it is not clear how much money is left inside, and secondly, you can not extract anything at all the first time. So for the packaging is a clear minus.
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 on the skin and absorbs quickly. After application, the skin is soft and perfectly moisturized, so I share the general enthusiasm for using this product. I used this product at night and my skin was perfectly hydrated in the morning.
The product is more effective after using cleansing masks, the skin is homogeneous and glows. Excellent nutrition and hydration. Moreover, I used this serum solo without cream and it is more than enough for excellent skin hydration. All the same, it is 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 with microdamages. Yes, we have a chemical composition and all that, but the remedy worked perfectly for me, so it is quite possible that I will repeat it someday.
Score: 5
Testing period: 3 months
Price: 2440 rubles.
