Colour Cosmetics in Morocco

PROSPECTS

Strong growth potential

There is strong potential for growth in colour cosmetics thanks to changing lifestyles and the entrance of new brands. Consumers followed trends, influenced by beauty bloggers and vloggers and sampled new brands.

Expansion strategies of colour cosmetics brands will enhance their national presence

Many companies broaden their networks by opening new stores in different locations and cities. Also, the emergence of shopping malls in Morocco propelled the expansion of beauty shops and beauty centres.

Demand for matte products continues to rise

Colour cosmetics has strong potential for growth, with demand for some products rising faster than for others. For example, matte products was a new trend in colour cosmetics towards the end of the review period.

COMPETITIVE LANDSCAPE

New brand Yan & One already popular

Competition increased since the opening of the Yan & One beauty store, located in Morocco Mall shopping mall over an area of 3,500 sq m. The store is equipped with the latest technology, lighted make-up mirrors, dedicated space for men and women to test products, a platform to interact and to post reviews over the internet, etc.

Competition among mass brands is prominent

Mass brands that offered the same product ranges competed against each other in 2017. Moroccan customers are not loyal.

Colour cosmetics brands collaborate with social media influencers to enhance their brand awareness

Many colour cosmetics companies started to collaborate with beauty influencers in Morocco. Well known vloggers in 2017 included ZeiBeauty, Yourbeauty by Dounia, Charme Bladi, and Zaina Aguenaou and Safaa Channel.

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