Colour Cosmetics in Nigeria

PROSPECTS

Young female consumers drive growth

The high rate at which young women are adopting the habit of regularly wearing makeup has led to strong growth in colour cosmetics for many years. This in turn has resulted in numerous professional makeup studios springing up across the country.

Rapid urbanisation key to growing demand

As more of Nigeria’s substantial female population are likely to move to urban areas in search of better opportunities during the forecast period, there is likely to be a higher number of educated, employed and financially independent women. This can only be positive for sales of colour cosmetics.

Strong competition set to boost awareness

Recent years have seen growing competition among the various manufacturers present in colour cosmetics, with both domestic and international brands competing for share. This increasingly intense competition has seen most colour cosmetics manufacturers developing new brands and packaging on an annual basis so as to keep up with the latest trends.

COMPETITIVE LANDSCAPE

Mary Kay Inc leads the colour cosmetics category

2018 saw Mary Kay Inc maintain its leading position in colour cosmetics. This was largely due to its strong presence in lip products and eye make-up, while it is also a major player in the key category of facial make-up, where it sets the pace in foundation/concealer and powder.

Multinational brands lead this category

Multinational brands continued to lead sales in colour cosmetics in 2018. This was due to the very wide range of products that they offer and their strong, highly recognisable brand names.

Mass brands dominate, although premium brands maintain good prospects

Colour cosmetics is a category in which sales remain dominated by mass brands. This due to the growing opportunity for mass players that target a large consumer base.

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