Tashkent, Uzbekistan (May 14, 2024): The M Cosmetic chain, developed by Magnit in Uzbekistan, has unveiled a new brand positioning that includes an updated mission and visual identity.

The refreshed approach emphasizes expertise, positioning M Cosmetic as a trusted advisor who can guide customers in skin care and makeup, help select products for every family member, and provide solutions for pet care and home cleanliness and comfort. This commitment to expertise is encapsulated in the chain’s new slogan: “M Cosmetic. Your expert. For beauty, family, and home.” To support this claim, all store employees will undergo additional training to be able to answer any questions related to the M Cosmetic product range.

The external design of the stores has also been revamped and now features a new logo: the chain’s name, presented in an austere font that aligns with the concept of “expertise,” will be complemented by a brand symbol—a butterfly, representing lightness, ethereality, and femininity. Additionally, the M Cosmetic color palette has been expanded. Alongside the traditional magenta and white, new colors have been introduced for various product categories: lilac for women’s cosmetics, navy for men’s cosmetics, orange for children’s products, light blue for household items, violet for home goods, mint for pharmacy items, green for eco-friendly products, amber for snacks, red for the discount zone, and lemon for new arrivals.

The stores will feature new retail equipment, and the layout will be redesigned to enhance the convenience of the customer journey.

All new M Cosmetic locations will be opened with the upgraded look & feel, while existing stores will be gradually renovated to align with the new brand concept. The complete transformation of the chain is expected to take approximately one year. To support the rollout of the updated brand identity and mission, a comprehensive marketing campaign will be launched, utilizing a wide range of media platforms.

The M Cosmetic chain began developing its new brand platform in 2023 in response to its expanding business scale. This initiative followed a second major market research effort, which included consumer surveys, building on insights gained from the first study conducted prior to the chain’s launch in 2022.

Denis Kosachenko, M Cosmetic’s Chief Executive Officer:

“From the outset, we have aimed for a robust growth trajectory for our chain, while also prioritizing qualitative development—we are enhancing our partnerships with suppliers, refining the product assortment, and improving customer services. The performance of our stores and the expansion of our customer base indicate that we are on the right track. Today’s brand update marks a new milestone in its development. As customer needs continue to evolve, it is essential for us to adapt and even anticipate these changes. This is why we are revitalizing our brand platform, updating our stores, and reinforcing our commitment to expertise—captured in our new slogan: ‘M Cosmetic. Your expert. For beauty, family, and home.”

Magnit launched its first M Cosmetic store in Uzbekistan in April 2022. Today, the chain boasts 92 locations across nine regions of the country, including major cities such as Tashkent, Samarkand, Andijan, and others.

M Cosmetic stores get brand update