Premium Beauty and Personal Care in Tunisia

2020 IMPACT

Wealthier consumers remain loyal to premium beauty and personal care during the pandemic

Although sales of premium beauty and personal care in Tunisia are significantly lower than mass formats, these products continued to record strong retail value growth during the COVID-19 pandemic in 2020, facing fewer challenges from the economic instability created by the crisis. These products are largely purchased by more affluent consumers, who have been significantly less impacted by the financial crisis than the majority of Tunisians.

Premium skin care performs better than mass formats during the health crisis

The increased necessity of hand washing during the COVID-19 pandemic meant that many Tunisians suffered from chapped skin and sought skin care products to remedy this condition in 2020. Many opted for premium skin care products in the belief that these would be more effective and offer better and more rapid results than mass variants, leading premium skin care to outperform mass formats in 2020.

Digital marketing activities increase in 2020

Given that most Tunisians stayed at home for long periods during the health crisis in 2020, it is no surprise that many premium brands turned to digital marketing activities in order to continue to generate interest in premium products, especially as many Tunisians use social media platforms such as Facebook and Instagram to remain up to date with global beauty trends. To leverage this further, several brands partnered with bloggers and social media influencers in 2020, sending them products to review and encouraging them to publish videos or written content on their products.

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