Skin Care in Egypt

PROSPECTS

Inflation in unit prices in 2017

Skin care is one of the biggest categories to witness a huge increment in unit prices in 2017, due to the free fluctuation of the Egyptian pound and customs. By the third quarter of 2017, the unit prices increased whereby some brands tripled in price compared to what they were offered at the beginning of 2016.

Skin care routines become lifestyle for some consumers

Many Egyptian women have become obsessive about taking care of their skin’s health, but their incomes dictate what direction they should take in choosing which products to purchase depending on price margins, availability and reviews. The idea of following skin care routines is becoming the most notable trend amongst local women, especially those aged above 30 years, because at this age wrinkles may start to appear on the skin, as well as having greater to pollution that may cause acne and irritation to the skin.

International brands booming in 2017

In 2017, Egyptian skin care was more favourable towards international brands than in previous years with a wide range of international brands starting to appear legally within distribution channels. Traditionally, international brands take a while to reach Egypt after being present abroad for some time; however, Egypt is now receiving more up to date launches as witnessed globally.

COMPETITIVE LANDSCAPE

Eva Cosmetic Laboratories strengthens its leadership

Eva Cosmetic Laboratories retained its leadership of Egyptian skin care; moreover, in 2017 it continued to gain value share. The company promotes itself through different means, which are not inclusive to usual advertisements, but follow the trend of popular social influencers and actors to frequently introduce their products.

Innovation in campaigns in 2017

There were many eye-catching campaigns that achieved attention in 2017 but well-known Clarins used interesting methods to introduce a new launch in 2017 through several means; one of the most notable was to invite social bloggers into different stores to give advice to consumers and encourage them to test them. The second brand to gain attention was Eva, which appeared with promotions throughout most of the year in most stores to address as many consumers as it could through lower unit price promotions.

Direct sellers performing well in Egypt

Direct seller Oriflame continued to rank second in Egyptian skin care in 2017, due to its significant role in Egypt and positive impact on consumers through offering a wide range of skin care sets. Oriflame is unique with its availability, use of Swedish natural ingredients and accepted price margins.

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