Colour Cosmetics in Morocco

PROSPECTS

Social media supports the performance of colour cosmetics

In Morocco, the proliferation of beauty bloggers was very important during the last three years; Dina Akesbi is one of the leading bloggers in Morocco. Several beauty professionals have built wide networks of online followers.

Consumers seek professional make-up products

Consumers’ growing awareness of beauty and fashion, in addition to continuous improvement in make-up trends, are developing more advanced concepts in colour cosmetics. Trends are becoming relatively advanced, requiring specific styles and techniques that can be found only in professional make-up products.

Products in colour cosmetics follow developments in skin care

Moroccan consumers are ready to invest more in colour cosmetics when the product quality and safety is guaranteed. Producers are therefore developing colour cosmetics which offer skin care benefits, such as mascara with nourishing serum incorporated, or foundation with dark spot treatment.

COMPETITIVE LANDSCAPE

L’Oréal Maroc continues to lead

L’Oréal Maroc witnessed an impressive increase in its value share in colour cosmetics in 2018, accounting for nearly a quarter of sales. Its brand Maybelline was the main driver of this strong performance.

Direct selling companies are flourishing

2018 witnessed the important development of direct selling companies in Morocco, such as MyWay, Eyla, and other Turkish companies. Furthermore, social media strongly supports the colour cosmetics products from direct selling companies.

A move towards premiumisation

Moroccan women are increasingly joining the workforce in the country, which motivates them to adopt different lifestyles and wear make-up on a daily basis. In addition, with growing awareness of the latest beauty trends due to sharing on social media, consumers are looking for the best results through effective and safe products.

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