Colour Cosmetics in South Africa

PROSPECTS

New launches drive dynamic performance

The review period witnessed the launch of a considerable number of new brands and products across different price points. Economy brands such as Essence remained popular as they were able to launch fashionable products at very competitive prices.

New players present across various distribution channels

Previously, colour cosmetics had relatively limited distribution, being sold primarily through beauty specialist retailers and drugstores/parapharmacies such as Clicks and Dischem. However, there has been a shift in distribution with the strong emergence of internet retailing.

Influencer marketing drives demand for colour cosmetics

Social media is playing an important role in driving demand for colour cosmetics and this is particularly the case for the younger generation. Tweens and teenagers form an important target audience for colour cosmetics as they have the greatest presence on social media platforms.

COMPETITIVE LANDSCAPE

L'Oréal and Revlon lead colour cosmetics

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

Limited demand for private label

With high-income consumers appreciating international brands and low- to mid-income consumers able to choose from a wider range of economy brands, the demand for private label colour cosmetics has waned, with the main player to offer private label in 2017, Clicks Group, withdrawing its line in 2018. The retailer does however remain present with The Body Shop brand.

Popularity of “minis”

Travel size formats, commonly referred to as minis, are gaining in popularity and offer a cost-effective option for consumers. Travel size formats are mostly popular in premium categories but their competitive pricing strategy places them on par with regular-sized mass products.

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