When it comes to facial make-up, women in Kenya predominantly use foundation/concealer and powder, and to a lesser extent blusher/bronzer/highlighter; these have long been considered staples in make-up. Slowly, however, brands are looking to create products offering multifunctionality and convenience as their two main selling points; such as primers which can double up as a base, illuminator and moisturiser.
The growth of lip products is expected to be led by lipstick and lip liner/pencil in the forecast period, as more millennial, well-connected urban consumers, who are now more aware of their appearance, will look to spend a larger proportion of their rising disposable incomes on lip products. Furthermore, consumers are expecting manufacturers to launch innovative lipstick and lip liner formulations to ensure they contain natural ingredients and pigments.
Facial make-up is expected to continue to see innovation, as consumers’ needs become more sophisticated, and as more affluent consumers shift away from mass offerings to premium variants, sales of which continue to grow steadily in the market. Premium facial make-up is generally considered to have a longer shelf life and a lower average unit price when compared with products from the same brand in skin care.
Although Lintons Beauty World continued to lead colour cosmetics in 2018, it saw a static value share. Sleek International, meanwhile, maintained its strong second position in colour cosmetics in 2018, and saw an increasing value share owing to its popular, easily accessible and relatively affordable products.
In Kenya, consumers expect manufacturers to innovate through the launch of new products, which maintains their interest. New product launches are a sign of a brand that constantly takes consumers’ feedback into consideration, and continuously offers goods that appeal to consumers’ immediate interests.
Consumers in Kenya are well-connected, and spend most of their spare time on social media; in general they are becoming more knowledgeable about counterfeit brands and their claims. In addition, warnings by beauty and health experts on the dangers of using counterfeit cosmetics, such as eye infections, allergic reactions, skin rashes, swollen lips and chemical burns, have made consumers wary.
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This industry report originates from Passport, our Beauty and Personal Care market research database.