Skin Care in Kenya

PROSPECTS

Facial care is expected to become more segmented

An increasing number of consumers are looking for facial care products that serve a variety of needs. This means that they are looking for specific products that treat acne, dry skin, ageing skin, and protect from sun exposure.

Consumers prefer organic and natural skin care offerings

More consumers prefer formulations that contain organic and natural ingredients. This is because of pollution, which along with sun exposure can cause premature skin ageing.

Premium skin care is expected to remain out of reach for most Kenyan consumers

Premium skin care products are retailed in selected hypermarkets and supermarkets, and also in beauty specialist retailers. They are expected to remain unaffordable for most Kenyans.

COMPETITIVE LANDSCAPE

Premium skin care is expected to compete with mass skin care

Premium skin care includes products such as face masks, anti-agers and anti-cellulite products. As disposable incomes increase across consumer groups, and they become less price-sensitive, many more consumers might shift to the premium segment, driven by their strong brand propositions.

Unilever Kenya leads skin care

The leadership of Unilever Kenya in skin care can be attributed to its well-balanced product portfolio. This is because it offers ranges that cater to various consumer budgets.

The young and aspirational middle-classes seek brand exclusivity and uniqueness

With premiumisation driving stronger revenue opportunities for retailers, they are seeking to stock products that offer exclusivity, especially in a society in which tastes and preferences constantly fluctuate in favour of the latest trends. Many mass brands are also trying to offer products that can be seen as exclusive in their own way, in terms of natural enhancements or improved packaging that appeals to a wide consumer group.

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