Premium Beauty and Personal Care in Morocco

PROSPECTS

Purchasing behaviour witnesses interesting changes

Thanks to the mass media and advanced communication techniques, product information is readily available and easily shared. Consumers can easily find feedback on products from previous users, which helps them to compare brands.

The growing number of working women supports growth

The development of the business environment is leading companies to hire more people. This explains the growing concern amongst Moroccans about their appearance and general image, especially within the professional environment.

Interesting discounts and promotions are offered throughout the year

Morocco is witnessing impressive expansion in retailing. For instance, the majority of existing shopping centres are enlarging the space available for new stores and franchises.

COMPETITIVE LANDSCAPE

L’Oréal Maroc leads premium beauty and personal care

L’Oréal Maroc maintained its lead in premium beauty and personal care in 2018. The company offers a wide range premium brands, of which three are amongst the top 10 brands in premium beauty and personal care – Yves Saint Laurent, Vichy and La Roche-Posay.

Mass beauty and personal care still accounts for higher sales

Several new small players entered premium beauty and personal care in Morocco during the last three years, such as MyWay and Farmasi. Moreover, the government improved international shipping regulation through easier policies.

A noticeable slowdown in growth in premium colour cosmetics

Premium colour cosmetics witnessed an important slowdown in current value growth in 2018. This can be explained by the various launches seen in mass colour cosmetics, especially in eye make-up, which created an important switch amongst consumers.

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