Premium Beauty and Personal Care in Egypt

PRE-COVID-19 PERFORMANCE

Category benefits from relative price stability and increasing number of make-up artists, who prefer higher quality products

Premium beauty and personal care witnessed good volume growth in 2019 due to price stability. This was driven by a price war among local mass brands, stability in the economy in general, and the decrease in the USD exchange rate.

Social media influencers boost premium skin care performance in 2019

Mazaya Perfumes & Gift Co led premium beauty and personal care at the end of the review period thanks to the performance of several premium products, including the Guerlain, Calvin and Cerruti perfume brands. Calvin Klein realised the highest sales due to reasonable prices compared with other premium brands.

Premium brands sold through malls face competition from cheaper alternatives

Premium beauty and personal care products are available through selected outlets in high-end areas of Egypt such as the Cairo Festival City and Citystars malls, Zamalek area. They target more affluent consumers (especially class A) with products at high prices.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. Premium beauty products have been severely affected by COVID-19.

Affected products within premium beauty and personal care

The home seclusion trend has had an impact on the category. Premium products such as blusher/bronzer/highlighter, lipstick, lip gloss, nail polish, and by association nail polish remover, among others, have all seen a slightly negative effect.

Recovery and opportunities

With consumers facing continued spending power constraints, and downgrading to cheaper alternatives during the COVID-19 crisis, they may well continue to use mass, masstige and private label products, particularly if they are perceived to be of equivalent quality and functionality to more premium alternatives. Retail sales may also benefit from demand among more affluent consumers for at-home alternatives to compensate for a reduced ability or reluctance to visit salons/spas, dentists, beauty services clinics, and dermatologists.

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