Russian Women Splurge on Beauty Treatments Before International Women's Day

Experts from Avito Advertising and Avito Services surveyed over 5,000 women across Russia* to find out how respondents prepare for International Women's Day (March 8) and how much they are willing to spend on beauty treatments. The average budget for pre-holiday beauty procedures is 7,000 rubles, with manicures, haircuts, and hair coloring topping the list of most popular services.

The survey reveals that every year before the holiday, one in four women (25%) in Russia visit beauty salons or private specialists. Another 17% do so almost annually, while 22% rarely use beauty services.

Young women are the most active users of beauty treatments ahead of March 8. Among respondents aged 18–24, 30% visit specialists every year, while in the 25–34 age group, that figure rises to 32%. By comparison, only 11% of women aged 65 and older—nearly three times fewer—seek these services annually.

Classic procedures dominate the plans of those intending to visit salons or specialists. Manicures are on the agenda for 69% of women, haircuts for 59%, and hair coloring for 50%. Nearly half (45%) will focus on eyebrow and eyelash care, while a third (33%) plan to get a pedicure. Hair restoration treatments are chosen by 17% of respondents, and spa procedures by 15%.

The primary motivation for booking treatments is the desire to treat themselves—cited by 39% of women. A quarter (25%) want to look special for the holiday, while 16% say their appointment has nothing to do with the occasion. For 9%, it's about meeting beauty standards, 5% are preparing for gatherings with friends, 4% hope for extra attention and compliments, and 3% schedule procedures ahead of corporate events.

Women learn about beauty salons and private specialists from various sources. Among advertising platforms, classifieds websites and marketplaces are the most common, mentioned by one in five women (20%). Beauty salon and specialist ads from bloggers influenced 15% of respondents, while outdoor advertising and search engine ads each accounted for 12%. TV ads were cited by 8%, map-based ads by 7%, and radio ads by 2%.

More than half of the women (57%) take promotions and special offers into account when choosing beauty services, with 17% considering them a key factor in their decision. Another 18% often book procedures after seeing ads, while 22% admit they occasionally visit a specialist after spotting an offer.

Most women plan to spend between 3,001 and 5,000 rubles on beauty treatments—chosen by 29% of respondents. Over a quarter (27%) are willing to spend 5,001 to 10,000 rubles, 24% up to 3,000 rubles, and 10% between 10,001 and 20,000 rubles. Some 6% intend to spend over 20,000 rubles. On average, women budget 7,089 rubles for beauty procedures ahead of March 8.

Women in Moscow are willing to spend more on beauty treatments than those in other regions, with the average bill in the capital reaching 9,501 rubles ($104).

The study surveyed 5,433 women in Russia aged 18 and older.