Premium Beauty and Personal Care in Kenya

PROSPECTS

Strong growth in colour cosmetics and skin care

Colour cosmetics and skin care were the two most dynamic areas of premium beauty and personal care in 2017. Both categories are benefiting from strong demand amongst young urban professionals, who are experiencing rising disposable income and an increase in social exposure both at work and in leisure time.

Rise in counterfeit products

The rise in demand for higher-end products amongst the expanding aspirational middle class has led to a significant increase in counterfeit premium products in the Kenyan market. The expansion of the counterfeit premium segment has been bolstered by the activity of some retailers, which have knowingly sold counterfeit products as originals.

Upper mass segment – threat or opportunity?

The rise of the upper mass segment represents a potential threat to premium beauty and personal care brands across a wide range of categories, including colour cosmetics, fragrances and skin care. This development is being driven by product innovation from local players, such as Ythera Beauty and Whole by Geraldin, which both launched in fragrances in 2017.

COMPETITIVE LANDSCAPE

Haco extends lead

Having gained top spot in premium beauty and personal care during the previous year, Haco Tiger Brands extended its lead over PZ Cussons East Africa in 2017. The company’s presence in premium beauty and personal care is founded entirely on its strength in premium hair care through brands such as Black Silk, Miadi, Motions and TCB Naturals.

Lintons Beauty World expands strongly

Lintons Beauty World saw the fastest growth amongst the top three players in premium beauty and personal care in 2017. The company’s portfolio includes a wide variety of well-known premium multinational brands across fragrances, colour cosmetics and skin care.

Digital media important in targeting key consumers

With the young urban professionals constituting a key element of the premium beauty and personal care consumer base, companies are increasingly looking to digital, and particularly social, media to inform consumers about products, stimulate demand and generate brand affiliation. Smartphones have embedded digital media in the everyday lives of young urban consumers and social media provides the potential for targeted marketing and interactive engagement with brands.

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