Управленец

2218-5003

2686-7923

10.29141/2218-5003-2025-16-6-3

DUMVUX

https://upravlenets.usue.ru/ru/-2025/1766

Адаптация бизнес-модели и маркетинговой стратегии региональных косметических брендов на российском рынке

Adapting the business model and marketing strategy of local cosmetic brands in the Russian market

Шарко

Елена Романовна

Шарко

Елена Романовна

Sharko

Elena R.

esharko@hse.ruСаруханян

Мариам Нельсоновна

Саруханян

Мариам Нельсоновна

Sarukhanian

Mariam N.

mnsarukhanian@yandex.ru

HSE University (Moscow, Russia)Высшая школа экономики (г. Москва, РФ)

16012026

16634502508202523102025

CC BY-NC 4.0

Сегодня у региональных косметических компаний РФ отсутствуют эффективные механизмы преодоления недоверия потребителей и конкурентоспособной адаптации к новой рыночной динамике, сформированной уходом ведущих иностранных брендов после 2022 г. Статья направлена на разработку рекомендаций по адаптации бизнес-модели и маркетинговой стратегии российских компаний, выпускающих локальные косметические бренды. Методологическую основу работы составили теории и концепции бизнес-моделей, маркетинговых стратегий и потребительского поведения. Исследование организовано в формате ad hoc со смешанным типом дизайна. Вспомогательная (качественная) часть включала 10 глубинных интервью с потребителями косметики, что позволило получить детальное понимание мотиваций и восприятия продукции. Основная (количественная) часть исследования реализована через онлайн-анкетирование, в котором приняли участие 456 респондентов. Для обработки данных использовались методы поискового (EFA) и подтверждающего факторного анализа (CFA), что обеспечило надежность и валидность выявленных факторов. Определены ключевые детерминанты поведения российских потребителей косметики в отношении региональных брендов (обязательный сенсорный опыт и эмоциональная связь с клиентом), а также даны рекомендации по формированию маркетинговых стратегий адаптации в текущих условиях (обеспечение тесной интеграции всех элементов бизнес-модели, где экологическая и социальная повестки выступают не вспомогательными, а ключевыми составляющими). Эти данные значительно расширяют знания в области маркетинга косметической индустрии в России. Применение комплексного подхода к изучению потребительского поведения в условиях турбулентности и смешанной методологии для формирования прикладных рекомендаций восполняет существующий теоретический и практический пробел.

At present, domestic cosmetic companies in Russia lack effective mechanisms for overcoming consumer distrust and adapting to new market conditions created by the departure of leading foreign brands after 2022. This study addresses the need to develop adaptive business models and marketing strategies for local Russian cosmetic brands to cope with consumer distrust and effectively respond to the market turbulence. The research methodology is based on the theories and concepts of business models, marketing strategies and consumer behaviour. The study was conducted as an ad-hoc investigation employing a mixedmethods design. The qualitative exploratory phase included 10 in-depth interviews with consumers, which provided a detailed understanding of their motivations and perceptions of beauty products. The main quantitative phase was carried out through an online survey with 456 respondents. To analyse data, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were applied, which ensured the reliability and validity of the identified factors. The paper highlights key determinants of beauty consumers’ behaviour towards Russian local brands, such as a mandatory sensory experience and emotional connection with the client, and presents recommendations for formulating adaptive marketing strategies under current market conditions, namely ensuring close integration of the business model’s elements, where environmental and social agendas are not auxiliary, but core components. These findings significantly expand practical knowledge in the field of cosmetic industry in Russia. A comprehensive approach was implemented to explore consumer behaviour under turmoil, employing a mixed-methods methodology to produce recommendations that address the existing theoretical and empirical gaps.

маркетинговая стратегия;бизнес-модель;локальная косметическая компания;доверие;потребительское поведение.

marketing strategy;business model;local cosmetic company;trust;consumer behaviour.

Статья подготовлена в рамках Программы фундаментальных исследований НИУ ВШЭ в 2025 г.

The article was prepared as part of the HSE Basic Research Programme in 2025.

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