Colour Cosmetics in Egypt

PROSPECTS

Growth driven by younger consumers

Colour cosmetics is expected to perform well throughout the forecast period. In large part, this growth will be driven by young female consumers in their teens and 20s.

Lip products and facial make-up to record strong value growth

Both lip products and facial make-up performed strongly in 2017. Lip products, most notably lipsticks, are increasingly perceived as an essential beauty product amongst young Egyptian women, with matte and nude lipsticks and darker shades being the most popular items.

Colour cosmetics’ changing retail landscape

In 2017, the Majid Al Futtaim group opened the Mall of Egypt, a vast shopping centre with space for approximately 350 international retailers, in Cairo. This opening is likely to give a boost to colour cosmetics as many beauty stores have opened inside the Mall of Egypt, including Yves Rocher, Mazaya, Wojooh and Make Up For Ever.

COMPETITIVE LANDSCAPE

A switch to local cosmetics brands

2017 was characterised by rather strong average unit price increases for many colour cosmetics. The sharp prices hikes were caused by Egypt’s strong inflation following the government’s decision to float the Egyptian pound.

MAC remains leading player

MAC for Promoting Commercial Business remained the most prominent player within Egyptian colour cosmetics, as it distributes popular brands such as Rimmel and Make Up For Ever. The latter performed particularly well throughout 2017 due to marketing campaigns and the collaboration with make-up artists.

Inglot enters Egyptian colour cosmetics

The Baraka Retail Group launched Inglot in Egyptian colour cosmetics in 2017. The brand has opened stores in large shopping centres, such as City Stars and the Mall of Egypt, in Cairo and can be purchased online.

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