Skin Care in Egypt

PRE-COVID-19 PERFORMANCE

Accessible pricing, wide variety and availability, coupled with social media support underpin good performance in 2019

Skin care witnessed good growth in volume and value terms in 2019 due to limited price increases, and the wide variety of mass and premium products available at various prices. Facial cleansers saw increased awareness thanks to the benefits of social media influencers.

Oriflame extends lead with expanding direct sales network and regular new product introductions

Oriflame Egypt Co led the category in 2019, and consolidated its position with another good year. This was due to its unique direct selling business model, with its network expanding in 2019.

Eva’s new B-White faces uncertain future

Eva Cosmetic Laboratories was second in skin care in 2019. Eva is always keen to expand its portfolio with good quality products.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within skin care

Of particular note is hand care, which has seen a surge in demand as consumers seek to maintain personal hygiene. This has led to responses by manufacturers.

Recovery and opportunities

Overall, skin care is likely to stay resilient, especially basic facial moisturisers, acne treatments and body care products. Clean/natural ingredient formulas are also expected to become more lucrative.

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