Premium Beauty and Personal Care in Egypt

PROSPECTS

Premium beauty and personal care targets specific types of consumers

Premium beauty and personal care in Egypt mainly targets high-income consumers, who can afford expensive products; moreover, in 2017 there was a new trend towards following international brands in most categories such as premium fragrances and premium skin care, which tend to release new products with new formulations and scents that could attract existing and new consumers alike.

Unit price increments versus quality

The unit price increment clearly effected consumers’ actual purchases, as most products witnessed value increases at least double what they were in 2016, which had a negative impact on consumers by reducing their purchasing power. However, quality is the main powerful factor that encourages certain consumers who seek quality rather than price to avoid downshifting to lower-quality products.

Future of premium beauty and personal care in Egypt

The future of premium beauty and personal care in Egypt is highly promising based on the fact that there is a huge consumer base that targets the latest beauty trends, which mainly include premium brands. Egyptian premium beauty and personal care now offers a wide international brand portfolio; moreover, national brand owners are seeking to launch premium products to expand their offerings, as they know that local consumers follow global trends via the internet and social media and are becoming increasingly influenced by these trends.

COMPETITIVE LANDSCAPE

MAC for Promoting Commercials Business continues to gain ground

Competition within premium beauty and personal care is highly aggressive in Egypt; however, it is obvious that MAC for Promoting Commercials Business leads due to its major differences compared to other players in Egyptian beauty and personal care. The aggressiveness stems from international trends that see the introduction of new brands, appreciated mainly by high-income consumers.

Univest Group and the most effective trend in marketing

Univest Group is one of the leading companies in beauty and personal care in Egypt, through its retail outlets, Fortune, which received great attention in 2017 due to various campaigns, such as using social bloggers and social media with special offers to attract new consumers. These campaigns are linked to trends announced by social bloggers, especially new stores, brands and new products with positive reviews.

Mazaya Perfumes & Gifts Co and the largest outlet chain

The most successful distribution company in premium beauty and personal care is Mazaya Perfumes & Gifts Co in Egypt, based on owning a wide outlet chain across Egypt with an expansive brand portfolio that attracts many consumers. However, Mazaya is also unique with its great reputation and authenticity.

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