Premium Beauty and Personal Care in Egypt

PROSPECTS

Premium beauty and personal care continues to achieve value growth

Premium beauty and personal care sales have witnessed a significant value increase since the end of 2016. Following the currency devaluation, the prices of all premium products have spiked due to these products being imported.

Internet retailing is changing the distribution landscape

Internet retailing is not new to Egypt. However, in premium beauty and personal care, it could cause a significant shift in sales channels, especially in the forecast period.

Currency devaluation creates a threat to premium beauty and personal care

Premium beauty and personal care products are facing a challenge in Egypt. Currency devaluation has affected many upper-middle-income consumers and made them shift towards brands with slightly lower prices but a similar quality.

COMPETITIVE LANDSCAPE

MAC for Promoting Commercials Business leads premium beauty and personal care

In the competitive landscape of premium beauty and personal care, MAC for Promoting Commercials Business holds the largest value share. The company has maintained its leading position by selling the most famous brands in premium fragrances and colour cosmetics, including Dior, Chanel, and Carolina Herrera.

Lancôme shines bright

In 2018, some premium brands shone above the others and refreshed sales. Lancôme was one such brand.

Pharmaceutical brands pose tough competition

In premium skin care, pharmaceutical brands such as Bioderma, Vichy, La Roche-Posay and Avène compete heavily with non-pharma brands due to their very good quality and safety on the skin. The trend towards pharmaceutical brands is growing, especially among sun care and skin care products.

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