Ukraine: almost one third of beauty product ads on YouTube
Media consumption

Ukraine: almost one third of beauty product ads on YouTube

In July, online ads of personal care products in Ukraine were viewed nearly 78 million times. Nivea was the leader among the advertised brands and was the leading publisher.

Summer brings plenty of occasions to take care of yourself and your beauty. Personal care and hygiene product manufacturers encourage consumers to buy their brands using, for example, online video advertising. Nearly 78 million spots featuring what are broadly construed as personal care and hygiene products, were broadcast in July on the Internet in Ukraine. The advertisements reached 42 percent of Internet users on desktop and laptop computers (source: gemiusAdReal).

Nivea on top

The two brands most often advertised on the Ukrainian Internet were Nivea and Nivea Men. Nivea advertisements were broadcast almost 19.4 million times, and viewed by every fifth Internet user (20 percent). The men’s line of products was promoted with spots that were displayed 10.7 million times, reaching 13 percent of Internet users. Kalina achieved third place in the brand ranking. Advertisements for local personal care products were watched 4.4 million times; reaching ten percent of Ukrainian Internet users.

YouTube: the highest impact

Nearly every fifth Internet user (18 percent) viewed advertisements for cosmetic brands on (22.9 million broadcasts). Other competing publishers achieved much lower reach and viewing figures. Advertisements for the industry analysed on Allegro group websites reached 5.4 percent of Internet users (3.6 million views), and reached 5.1 percent (4.9 million displays).

Similar reach, different leaders

As a comparison, on the Romanian market, with a similar reach of the industry’s online advertising (43 percent of Internet users), the most frequently displayed brand was L’Oréal (4.2 million broadcasts, 14 percent reach). The most popular publisher was (11.1 million views, 25 percent reach).

Gemius analysed data from July 2017 gathered from Ukrainian Internet users aged 14-69 using desktop and laptop computers.

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