Premium Beauty and Personal Care in Tunisia

PROSPECTS

Digital marketing activities will continue to generate interest in premium products

Improvements in the distribution of brands such as Mac, Maybelline and Farmasi should continue to have a positive influence on the performance of premium beauty and personal care in Tunisia over the forecast period. The category will also benefit from rising internet penetration, as Tunisians are increasingly turning to social media platforms such as YouTube, Instagram, Facebook and Snapchat to stay up to date with global beauty trends.

Millennials are a key target group for premium brands

Millennials are becoming a key target group for premium beauty and personal care brands in Tunisia. This is because such consumers tend to closely follow global trends and make frequent purchases based on new product formulas or new application methods.

Demand for more specialised premium products set to increase

During the forecast period, it is expected that Tunisians will show growing interest in more specialised premium beauty and personal care products that offer multiple functions and greater convenience. Companies will respond to this trend by launching new premium products with added-value features, such as nail polish products with more gloss, facial make-up products that have multiple benefits, lip products with higher levels of pigment concentration etc.

COMPETITIVE LANDSCAPE

MAC Cosmetics maintains its leading position in 2017

MAC Cosmetics remained the leading player in premium beauty and personal care in value terms in 2017. This company has been present in Tunisia for 10 years, and its Mac brand enjoys strong recognition and loyalty among local consumers.

LIPP Distribution registers strong growth in current value sales

While LIPP Distribution remained a relatively minor player in premium beauty and personal care in 2017, it was one of the strongest performers in terms of current value sales growth. The company markets a number of well-recognised brands that compete in multiple premium categories, including Maybelline, Lancôme and Kérastase.

Competition between premium brands continues to intensify

Premium beauty and personal care is highly fragmented and competitive, with a growing number of companies and brands seeking to meet the increasingly segmented demands of Tunisian consumers. Older consumers tend to display higher levels of brand loyalty when it comes to premium options, preferring to stick to products that meet their needs and expectations even if they are more expensive.

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