Colour Cosmetics in Morocco

PRE-COVID-19 PERFORMANCE

Strong growth for colour cosmetics set/kits thanks to their convenience and value-for-money positioning

Colour cosmetics sets/kits registered the fastest current value growth in 2019. While growth was from a relatively low base, these products are increasingly coming to be seen as offering value for money.

Social media supports the performance of colour cosmetics

In Morocco, the proliferation of beauty bloggers was very important in 2019 in a continuation of a trend seen over the previous two years. For instance, Dina Akesbi is one of the leading bloggers in Morocco while several beauty professionals have built wide networks of online followers.

L’Oréal Maroc further extends its lead in 2019

International brands maintained their dominance in Morocco’s colour cosmetics category in 2019. Moreover, all of the most recent companies to emerge were also international, such as Lakmé Cosmetics from India, BYS from Australia, and Catherine Arley from Turkey.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to grow by 8% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 12% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

All categories in colour cosmetics in Morocco are expected to see a slowdown in value sales at constant 2019 prices in 2020 as a result of the COVID-19 pandemic. Mass lipstick is set to see the sharpest decline as many consumers only wear these products when away-from-home.

Recovery and opportunities

The significant impact of the COVID-19 pandemic on sales of colour cosmetics during 2020 is set to reduce by 2021 as consumers resume socialising again away-from-home. However, sales are likely to remain subdued for the remainder of the forecast period for most categories as consumers will prioritise their reduced spending capability amidst the ongoing economic uncertainty.

Files are delivered directly into your account within a few minutes of purchase.