Skin Care in South Africa

PROSPECTS

One size fits all approach does not necessarily work in all circumstances

Black South Africans’ skin care requirements are in stark contrast from their European peers. The latter’s skin care requirements rotate around anti-ageing products, whereas the former’s prime concern is uneven complexion and dark spots.

Consumers demand more for less

Consumers are under pressure, and although they want to look and feel good, they do not want to spend a lot of money for this purpose. This has led them to demand more from products, whether it is in terms of specific benefits, quality or quantity, without having to spend more.

Change in perception with regards to private label

Private label continued to hold low but stable share of skin care in South Africa in 2017. The adoption rate of private label is motivated in part by the change in perception where consumers now view its quality as on par with branded items and retails at much lower prices.

COMPETITIVE LANDSCAPE

Unilever leads skin care

Within skin care, body care is the biggest contributor to Unilever’s strength, which comprises of brands such as Dawn, Vaseline Intensive Care, Lux and Dove. These brands benefit from heavy advertising and optimum store positioning, which provides them with greater visibility.

Product launches focus on skin care needs of African consumers

Skin care is dominated by international brands that are often accused of pushing standard products designed for the European markets onto African consumers, without paying attention to their specific skin requirements. Towards the end of the review period, this has led to smaller brands filling the gap by developing products designed specifically for black South African skin and women in mind.

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