Premium Beauty and Personal Care in Tunisia

PROSPECTS

Digital marketing activities will continue to attract consumers

The increasing presence of premium brands such as Mac, Bioderma, Avéne and Uriage should continue to have a positive effect on the performance of premium beauty and personal care in Tunisia over the forecast period. In addition, rising digital marketing activities, benefiting from the fact that Tunisians are increasingly turning to social media platforms such as Facebook to stay up to date with global beauty trends, will continue to generate interest in premium products.

Healthy growth expected over the forecast period

Premium beauty and personal care is set to continue seeing interest and demand from consumers over the forecast period. It will benefit from several positive trends, including increasing urbanisation, which will contribute to the growth of premium beauty and personal care in Tunisia during the coming years.

Demand for specialised premium brands is set to increase

During the forecast period, it is projected that interest in specialised premium beauty and personal care products will increase amongst Tunisian consumers. Products which offer multiple functions and greater convenience will see increasing demand, and companies will respond by launching premium products with more features in order to attract more higher-income consumers.

COMPETITIVE LANDSCAPE

MAC Cosmetics continues to perform well

MAC Cosmetics continued to perform well in premium beauty and personal care in 2018, thanks to the long tradition of its Mac brand, which is focused on millennials looking for high-quality products. The company has been present in Tunisia for more than 10 years, thanks to Mac enjoying strong recognition and loyalty amongst higher-income consumers; it dominated premium colour cosmetics in 2018.

Fierce competition amongst premium players

Premium beauty and personal care is highly fragmented and competitive in Tunisia – characterised by a growing number of players seeking to meet the increasingly segmented demands of Tunisian consumers. Consumers tend to display higher levels of brand loyalty when it comes to premium options, and tend to stick to products that meet their needs and expectations, even if they are more expensive.

Premium brands are boosted by the popularity of beauty specialist retailers

Large chained beauty specialist retailers such as Fatales demonstrated dynamic growth in the review period, especially in the capital and other major cities in Tunisia, due to their wide product ranges. Expansion of product availability is an important driver of sales in beauty and personal care, especially in the premium segment, which offers higher margins.

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