Skin Care in South Africa

PROSPECTS

Products with natural positioning gain attention

Skin care products containing natural ingredients and claiming to have no harsh chemicals are becoming increasingly available in South Africa. Local consumers on the other hand, are now more informed about the long-term effects of harsh chemicals on their skin and prefer natural products.

Strongest demand for facial care

Facial care represents the biggest category with products such as moisturisers and anti-agers constituting an important part of many consumers’ skin care regimens. However, for low-income consumers, general purpose body care often acts as a substitute for facial care.

Mass brands perform well in tough consumer climate

Local consumers look for products that are efficient and stand true to the skin care claims they make. While consumers are willing to pay marginally more for skin care that has been proven to address certain issues, the tough economic situation is making it more difficult for consumers to splurge on premium brands.

COMPETITIVE LANDSCAPE

Unilever leads skin care

Unilever’s strong position within skin care is supported by its product portfolio which consists of heritage brands such as Dawn, Pond’s and Vaseline Intensive Care. These brands have a long-standing presence in the country and benefit from a strong consumer perception, known for their quality and affordability.

International brands maintain strong hold over skin care

The leading five most popular brands in skin care are internationals. The popular perception in South Africa is that international brands of skin care are of better quality than local products, although this attitude is slowly changing, with the emergence of niche locally-manufactured brands.

Emergence of African-centric brands

Historically, international brands have sold standard products which they sell in European markets onto the African markets. No attention was paid to the fact that the African climate and skin is different and as such comes with different skin requirements.

Files are delivered directly into your account within a few minutes of purchase.