Colour Cosmetics in South Africa

PROSPECTS

Personal grooming trend leads to changes in colour cosmetics

There is a shift amongst consumers, where getting one’s nails done professionally or at home is no longer perceived as a treat and to be only done on special occasions. It is now part of many working women’s budgets, supported by the personal grooming trend and as an increasing number of woman join the labour force.

Younger audience growing

An important target segment to note is tweens/teenagers. The younger audience quite often sets new trends as well as eagerly following them, attaching great importance to outer appearance.

Social media is integral part of premium brand strategy

Internet retailing is rapidly gaining speed in South Africa and brands are realising the importance of having an omni-channel presence. Brands such as MAC Cosmetics and Estée Lauder have been more active in making social media and e-commerce a critical part of their strategy.

COMPETITIVE LANDSCAPE

Revlon maintains lead

Despite maintaining its lead of colour cosmetics and being perceived as a heritage brand, especially by the older generation, Revlon nevertheless lost share to newer and more competitively-priced brands. Revlon benefits from an extensive distribution channel, being present across multiple channels of distribution; however, the relative lack of innovation and consumers’ appetite for newer brands means that Revlon is losing its appeal, especially among the more youthful generation of consumers.

Consumers yearn for greater sophistication for less money

Consumers are becoming increasingly sophisticated and are demanding more for less. For example, they want premium-looking products that are of good quality but are reasonably priced.

Cost is important factor driving purchasing decisions

The economic situation at the end of the review period led to many consumers downtrading to cheaper brands and this is more noticeable in categories such as nail polish, eye make-up, lip liners and lip gloss. These are some of the most popular products used by local customers daily.

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