Colour Cosmetics in Dominican Republic

PROSPECTS

Premiumisation starts to rise in colour cosmetics

Whilst the premiumisation trend is already apparent in other markets and categories, the high interest of Dominican women in their appearance and personal image creates the perfect scenario for the trend to gain awareness and eventually strength in colour cosmetics in the country. As more and more women are joining the workforce in the country, wearing make-up on a daily basis is becoming a necessity, therefore leading to constant growth.

Eye make-up and lip products experience strong performances

Eye make-up and lip products account for high value shares within colour cosmetics, and after seeing strong growth rates in the last five years their development in the forecast period is also expected to continue at a good pace. Dominican women tend to use lipstick, eye shadow and mascara, as they are affordable options that make a significant difference to their appearance.

A social media presence strengthens brand awareness

Consumers have access to information and content from all over the world. Popular icons are recognisable globally, as are the products they endorse, use or wear.

COMPETITIVE LANDSCAPE

Direct selling companies dominate, adapting to new trends in the market

Direct selling accounted for two thirds of value sales of colour cosmetics in 2017, remaining the main distribution channel in the country. Usually, direct selling is the first channel used by consumers in the country; therefore, these companies appeal to a younger audience, such as Grupo Transbel with its Cyzone extension.

International companies struggle for growth

Due to the strong leadership of direct selling companies in colour cosmetics in the country, as they provide good-quality products at affordable prices, international brands such as Revlon, Max Factor and L’Oréal have had problems acquiring higher value shares. Despite the high quality of their products and their strong recognition by Dominican consumers, their high prices and limited distribution do not allow such brands to see a better performance in the country.

Dynamism through new product development

Colour cosmetics showed dynamism in 2017 thanks to new product developments in the country. Cover Girl presented the new line Katy Kat collection – mascara and matte lipsticks inspired by the American singer Katy Perry.

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