Premium Beauty and Personal Care in Morocco

PROSPECTS

Women’s changing lifestyles affect premium brands

Premium beauty and personal care brands registered growth at a moderate pace, especially in the women’s segment. With hectic lifestyles, women treated themselves with premium products more than before.

Consumer awareness of premium products increasing rapidly

Households were more exposed to international advertisements and foreign premium brands’ marketing campaigns. Consumers’ likes, demands and buying behaviour are usually based on what they see and read.

The healthy lifestyle trend benefits the sales performance of premium brands

Moroccan households started to adopt healthier lifestyles. Typically, consumers shopping for personal care products read the product’s components and ingredients.

COMPETITIVE LANDSCAPE

Social media constitutes an indirect competitor to premium brands in Morocco

Competition from social media websites increased, mainly from Facebook and Instagram accounts. Some account holders on these sites promoted imported international premium products to their followers.

Competition arises from new entrants

There is strong growth potential for new entrants in beauty and personal care. The year 2017 was characterised by the entrance of some well-known premium brands.

Traditional beauty shops considered a threat to established premium brands

Traditional beauty shops competed against established premium brands in 2017. These traditional shops offer a wide range of counterfeit and smuggled products, be it colour cosmetics, perfumes, skin care treatments or oral care.

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