Online purchases of perfumes among Yakutans of an older generation are on the rise, according to analyst Yota.
Spotlight on Yakutia's Seniors and Online Perfume Shopping
Things are shifting in Yakutia's beauty scene, with an intriguing surge in online perfume shopping among the 46-and-up demographic. Compared to the previous year, senior residents increased their visits to perfume websites by a remarkable 5%, according to Yota analysts.
Men aged 56 and above took it a step further by spending 10% more time on these websites, demonstrating a growing interest in the world of scents. In contrast, women make up the vast majority of visitors to perfume and cosmetics websites, showing a preference for the classic scent offerings like toilet water, oil-based perfumes, diffusers, and other fragrances.
Interestingly, men's traffic on cosmetics sites increased by 4%, while women saw a small decrease. Notably, the 35-45 and the 56-and-above age groups recorded a 10% increase in online perfume purchases in the first quarter of 2025. Younger age groups also showed some growth, with those aged 26-35 increasing their interest by 11%.
However, it appears that the younger generation's attention is starting to wane. Those between the ages of 14-20 spent 35% less time on cosmetics and perfume websites, and the 21-25 age group followed suit, spending 32% less.
The online stores "Golden Apple" and "L'Tual" have emerged as the dominating players in Yakutia's online beauty market, accounting for an impressive 91% of the total traffic. They boosted their activity by 63% and 7%, respectively, in the first quarter of 2025.
Other big beauty retailers such as "Riv Gosh" and "Il de Boté" have also experienced increased interest in their sites, albeit with smaller percentages. "ParfumS" has seen the biggest boom, with users spending nearly seven times more time on this platform. Korean cosmetics platforms have captured 87% of the traffic compared to the same period last year.
While the Republic of Sakha ranks 11th in online perfume purchases, the cities with the most internet traffic per user are Gorno-Altaisk, Murmansk, Arkhangelsk, Petrozavodsk, Petropavlovsk-Kamchatsky, Pskov, Maykop, Saransk, Salekhard, and Kyzyl. These cities, many of which have limited access to offline cosmetic networks, are leading the charge in Yakutia's online shopping revolution. Surprisingly, Moscow and St. Petersburg rank far behind, placing 39th and 57th, respectively.
Insights
- Online shopping offers the convenience of browsing and purchasing products from anywhere, which can be especially appealing in remote areas like Yakutia.
- In regions with limited access to physical stores, online platforms may be the primary means of acquiring certain products, including perfumes.
- Online platforms often provide detailed product information, customer reviews, and recommendations, helping to influence purchasing decisions.
While specific data about trends in Yakutia is still emerging, it's clear that the world of online perfume shopping is expanding, and Yakutia seniors are at the forefront of this unique development.
In the evolving Yakutia beauty market, seniors are forging a new trend in online perfume shopping, as the 46-and-above demographic shows a growing interest in scents, with an increase of 5% in website visits and 10% more time spent by men aged 56 and above. On the other hand, fashion-and-beauty websites are also attracting the older generation, with a 10% increase in online perfume purchases among the 35-45 and 56-and-above age groups in the first quarter of 2025. Meanwhile, home-and-garden enthusiasts might also find a niche online, as they explore detailed product information and customer reviews for various scents on perfume websites, household items perhaps being the next frontier for gripping the online shopping revolution in Yakutia.
