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Premium colour cosmetics and premium skin care were the largest categories in premium beauty and personal care in 2019. The rise in number of make-up artists offering advice and demonstrations on make-up application on social media highly influenced the purchasing behaviour of consumers in 2019, especially as the majority of these beauty bloggers emphasised the use of quality premium products to achieve the best results.
In Morocco, premium brands are mainly imported. This is an important point for local consumers as Moroccans tend to place more faith in products that are manufactured overseas rather than those produced locally.
L’Oréal Maroc maintained its lead in premium beauty and personal care in 2019. The company offers a wide range of 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.
Sales of premium beauty and personal care are expected to grow by 11% in 2020 in 2019 constant value terms in light of the impact of COVID-19.
Although mass brands dominate the beauty and personal care market in Morocco, it was premium brands that demonstrated the strongest growth in 2019. However, since the start of the pandemic in 2020 and subsequent lockdown, there has been considerable uncertainty and fear among the population over their health and economic wellbeing.
It is likely to take some time before the premium beauty and personal care market returns to pre-COVID growth rates. Despite the pent up demand created by forced home seclusion during lockdown, especially during the early phases, the catastrophic impact of the virus on the country’s economy is set to lead to a slowdown in premium beauty and personal care for the forecast period as a whole.
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Discover the latest market trends and uncover sources of future market growth for the Premium Beauty and Personal Care industry in Morocco with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Premium Beauty and Personal Care industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.