Advertising through digital in-store displays supported sales of colour cosmetics in Cameroon in 2018. Young, urban and employed women are key targets for both mass and premium colour cosmetics products.
Outdoor markets have a long tradition and strong presence in Cameroon, offering a wide variety of products at low prices to price-sensitive shoppers, and represented the main channel for mass colour cosmetics in 2018. These markets play a significant role in the success of mass colour cosmetics in the country.
Many fashion-conscious young women with strong purchasing power, especially those not burdened with family responsibilities, are spending more on colour cosmetics. Considerable numbers traded up from mass to premium brands in 2018.
International brands such as Mac, Black Opal, Mary Kay and Gemey/Maybelline/Jade continued to lead colour cosmetics in 2018 due to their long-standing presence in the country and the high levels of consumer loyalty they enjoy. In addition, the brand owners invest heavily in their online presence and marketing, encouraging women to use their brands through free tutorials on sites such as Instagram, Facebook, Twitter and YouTube.
The mainstream colour cosmetics brands sold in supermarkets were complemented by the entrance of Carrefour and Bao Cash & Carry with their private label products in 2018. Although many branded players responded to this with pricing promotions to narrow the gap between their prices and these new private label products, the retailers supported the launches by offering free gifts and samples, which created strong interest among shoppers in these outlets.
Counterfeiting seems to be an endemic issue in Cameroon, covering an extensive range of products, and remains a key challenge for colour cosmetic brands as these products become increasingly popular, with high taxes leading to high average unit prices for genuine products. This is leading to an increase in counterfeit products in the country which are often offered by third party sellers or unauthorised retailers or dealers, who are often found selling counterfeit goods via stalls in the many outdoor markets in the country.
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This industry report originates from Passport, our Beauty and Personal Care market research database.