Skin Care in Morocco

PROSPECTS

A continued strong performance for skin care

Overall skin care posted strong double-digit current value growth in 2018, thanks to ongoing consumer demand for such products in Morocco. The continuous rise in consumer awareness of the importance of healthy skin and the demand for a flawless appearance boosted demand within skin care.

International brands have higher sales than domestic brands

Domestic companies are very limited in their competitiveness with international brands; especially as mass products from other countries are updated after conducting research and development on the latest techniques, and offer products which are widely available at affordable prices. On the other hand, premium brands are also very important, and demand for premium brands is growing rapidly thanks to companies offering very wide product portfolios, which are highly diverse and respond to the multiple demands of consumers.

Internet retailing is increasing sales

Due to the hectic lifestyles of Moroccan consumers, the shift to more practical shopping channels is very important. Hence, consumers, are happy to find secure shopping alternatives; for instance, online ordering and home delivery.

COMPETITIVE LANDSCAPE

L’Oréal Maroc maintains its lead

L’Oréal Maroc maintained its lead in skin care in 2018, and saw a strong increase in its value share. Growth has been ongoing for several years, as the company has established impressive expertise in beauty and skin care over the years, always seeking the latest technologies and product innovations.

Domestic cooperatives become very competitive

Local Moroccan cooperatives were considered as traditional and negligible players a few years ago. However, they have gradually developed and are being supported by the government; therefore, they have become more competitive in beauty and personal care, especially in skin care.

A growing skin care culture amongst middle- and lower-income consumers

Skin care products are gaining popularity and maturity within lower-income groups. Lower-income consumers are seeking products which combine both functionality and additional benefits for the skin, such as cleansing and treating acne, or whitening and addressing wrinkles.

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