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.
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 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.
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.
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.
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.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Cameroon with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Cameroon, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Colour Cosmetics research and analysis database.
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