Premium Beauty and Personal Care in Morocco

PRE-COVID-19 PERFORMANCE

Social media as well as rising numbers of women in the workforce stimulate demand for premium beauty and personal care products

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.

Black market remains significant for premium beauty and personal care

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 maintains lead in premium beauty and personal care in 2019

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within premium beauty and personal care

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.

Recovery and opportunities

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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