Colour Cosmetics in South Africa

PRE-COVID-19 PERFORMANCE

Economy brands perform better in the current economic circumstances

Despite the difficult economic circumstances, colour cosmetics maintained dynamic current value growth in 2019. Although eye make-up remained the largest category, lip products saw by far the strongest current value growth in this year.

The importance of social media and influencers, as well as services

The “face-beat” make-up trend, or making sure your make-up is flawless, promoted increased consumer interest in purchasing colour cosmetics in 2019. In addition, individuals who would previously consider themselves as non-users of make-up are also taking to this trend, expanding the consumer base for colour cosmetics.

High fragmentation in a category with many new launches

Colour cosmetics is highly fragmented, with brands continuously entering and leaving the category. The leaders, L'Oréal South Africa and Revlon, benefit from a long-standing presence in the country, and through their extensive distribution networks they are able to reach a wider customer base.

2020 AND BEYOND

COVID-19 impact

Colour cosmetics is now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within colour cosmetics

The expected negative impact of COVID-19 in 2020 is expected to be similar across categories, with the trends seen during the review period expected to continue. For instance, lip products is expected to continue to see the best performance, despite the number of people wearing face masks.

Recovery and opportunities

It is expected that COVID-19 will have a negative impact on value sales of colour cosmetics in 2020, but the direct impact is expected to be short-lived, as a slightly higher growth rate is expected in 2021. However, the growth rate is set to remain below that seen in any year of the review period.

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