Colour Cosmetics in Cameroon

PROSPECTS

Colour cosmetics is set to perform well over the forecast period

As in 2017, colour cosmetics is expected to see a positive performance over the forecast period in value terms at constant 2017 prices. Growth will be supported by the fact that an increasing number of women will wear colour cosmetics every day.

Better education is set to drive demand for products for darker complexions

Colour cosmetics for women with a darker complexion became increasingly popular in 2017, as women wanted to use cosmetics especially suited to their skin type. Indeed, with the rise of more African actresses in Hollywood and on the red carpet, this is driving Cameroonian women to be more confident in using make-up formulated for darker skin, rather than using products targeted towards fair-skinned women.

Lifestyles as opposed to aesthetics drive the growth of colour cosmetics

Lifestyle is now a leading factor in the growth of colour cosmetics. In the past, consumers used to rely on colour cosmetics mainly for aesthetic reasons.

COMPETITIVE LANDSCAPE

Beltapharm leads colour cosmetics

In 2017, Beltapharm led colour cosmetics in value terms, followed at a distance by Revlon and Lancôme Cosmétique de France. These companies benefit from wide and effective distribution networks, which ensure wide visibility of their brands.

International brands dominate colour cosmetics, with a lack of local players

Colour cosmetics is dominated by international brands, with domestic brands being almost non-existent, as international brands benefit from a long-established presence and strong distribution. Through their celebrity-endorsed campaigns, these players can attract consumers from all economic backgrounds in search of original products or alternatives.

Fragmentation in colour cosmetics

Finally, it should be noted that colour cosmetics is highly fragmented in terms of company shares, with smaller players accounting collectively for the majority of share. These smaller players include but are not limited to importers, entrepreneurs and independent beauty stores.

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