Colour Cosmetics in Cameroon

2020 IMPACT

Pandemic economic shock weighs heavily on demand for colour cosmetics

COVID-19 had a significant negative effect on colour cosmetics during 2020, with both retail volume and retail current value sales declining for the first time in more than a decade. During the review period prior to the pandemic, robust growth in demand for colour cosmetics had been supported by the growing economic empowerment of female consumers, as more of them joined the (paid) labour force and became financially independent, with urbanisation a significant driver of this.

Beauty specialist retailers continue to gain ground on outdoor markets, as the products sold by the former are more trusted by local consumers

Outdoor markets remain the leading distribution channel for colour cosmetics. They offer a wide variety of products at competitive prices, making them particularly appealing to those on low incomes.

International brands with broad product lines are particularly popular with local consumers

International brands like Mac, Black Opal and Gemey/Maybelline/Jade are popular with local consumers, due in part to their long-standing presence in the country. In addition, the owners of these brands invest heavily in online marketing – offering make-up free tutorials on Instagram, Facebook, Twitter and YouTube, for example.

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound, urbanisation, increased female labour force participation and later marriage will support return to growth

Retail volume and current value sales of colour cosmetics will begin to recover during 2021, as consumers spend less time at home and socialise more frequently. Moreover, a post-pandemic economic rebound will boost consumer confidence and lead to a revival in discretionary spending by female consumers.

Beauty specialist retailers will continue to grow in popularity, but counterfeiting and illicit trade will remain significant issues

The country’s retail infrastructure will continue to modernise, making colour cosmetics more widely available. In particular, beauty specialist retailers will proliferate and continue to gain share from outdoor markets.

Potential for e-commerce growth

The internet will play an increasingly important role in the marketing of colour cosmetics during the forecast period, as internet penetration deepens and social media use increases. Although e-commerce is not yet a significant distribution channel for colour cosmetics in Cameroon, this could begin to change during the forecast period.