Retail volume sales of colour cosmetics plummeted during 2020 following the outbreak of COVID-19. Most consumers spent much more time at home during the year, particularly during the early stages of the pandemic, with a significant number of people working or studying from home.
Additionally, aligning with this trend, there is a constant stream of celebrities and influencers looking to benefit from their following by launching their own lines of colour cosmetics. For example, renowned make-up artist Hindash, who has over a million followers on YouTube and Instagram, launched his own brand of colour cosmetics in 2021.
In order to stay up-to-date with the latest beauty trends, Saudi women often follow celebrities, influencers and the official accounts of their favourite colour cosmetics brands on social media. In response, players routinely collaborate with celebrities, influencers and make-up artists to promote their products and align their brands with the latest global beauty trends.
Demand for colour cosmetics is set to rebound over the forecast period. With the threat posed by COVID-19 likely to fade – particularly as more local consumers are vaccinated – daily life will continue to gradually return to normal.
Prior to the outbreak of COVID-19 e-commerce played a relatively minor role in the sales of colour cosmetics in Saudi Arabia; however, in the wake of strict control measures being put in place online sales exploded. Traditionally consumers have preferred to purchase these products in stores where they can try products before they buy them, as well as seeking the advice of sales assistants and beauty consultants.
Marketing plays an important role in driving sales of colour cosmetics and brands are likely to continue investing in this area, with social media platforms likely to play an increasing role. There are likely to be more collaborations with influencers and celebrities, while brands will likely also look to build consumer engagement such as through competitions and special exclusive promotions.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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