Colour Cosmetics in Algeria

PROSPECTS

Colour cosmetics is expected to continue witnessing positive growth

Although slowing down, colour cosmetics is expected to continue to see all the current trends positively influencing sales over the forecast period. There will continue to be rising urbanisation and growth in the number of women in the workforce, with women being more likely to spend more on their personal appearance, thus fuelling revenue growth of colour cosmetics.

Colour cosmetics growth is projected to slow down over the forecast period

Colour cosmetics is expected to record a much lower CAGR over the forecast period at constant 2017 prices than it did over the review period, due chiefly to the recent ban on imports of cosmetics in Algeria, especially given the absence of local production. Indeed, in the beauty and personal care market, product availability and retail shelf space play a critical role in creating demand for the products, so that the import restrictions are therefore predicted to negatively affect the category growth.

Informal market in colour cosmetics is expected to grow

Given the dinar depreciation, the ban on imports and the absence of domestically manufactured brands in colour cosmetics in Algeria, the informal market is expected to benefit from all these factors and grow faster. Indeed, the share of informal sales is predicted to rise, despite the customs authorities’ efforts to limit smuggled products.

COMPETITIVE LANDSCAPE

Bourjois of Coty is the leading brand, whilst L'Oréal Group remains the leading player

Bourjois remains the leading colour cosmetics brand; benefiting from its well-established customer brand loyalty and key launches during the last three years, it has become a favourite brand amongst Algerian women. However, L’Oréal Group remains the leading colour cosmetics player in Algeria in 2017 with the combined share of several brands.

Natural Swedish Cosmetics (Oriflame Algeria) sees the sharpest decrease

Natural Swedish Cosmetics is the Algerian subsidiary of Oriflame, which is strong in facial care products. The company witnessed the sharpest fall in value sales in 2017.

International brands continue leading but local production is expected to grow

International brands dominate colour cosmetics, with brands such as Chanel, Bourjois, Yves Rocher, Oriflame and Garnier relying on strong brand recognition, loyalty and a strong reputation for high quality to maintain the largest shares in the category. They also invest heavily in advertising and enjoy wide distribution.

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