Sun Care in Egypt

PROSPECTS

Sun care gains greater attention in Egypt in 2017

Sun care is globally considered to be one of the most vital products for protecting the skin from harmful sun rays. In Egypt, especially in the summer season and especially for holidays, sun care is becoming a necessity for most consumers for protecting their skin from the sun.

Unit price increment versus occasional promotions

The influence on both value and volume sales of increasing unit prices was huge in 2017. The difference between the first quarter of 2016 and the last quarter of 2017 in unit prices was almost double and, in some brands, it exceeded that limit, which forced some consumers to prioritise their purchases, forcing them to switch to national brands or stop purchasing altogether, which resulted in declining volume sales.

Tinted sun block versus high SPF sun block

Egyptian women often search for new trends and effective products, and in 2017 new innovation emerged in sun care, which was tinted sun block that provides normal protection but with a tinted colour to give the effect of light foundation at the same time. This trend is becoming favourable for many women because they can achieve a polished look with needed protection from harmful sun rays.

COMPETITIVE LANDSCAPE

Beiersdorf strengthens leading position

Beiersdorf retained its leadership in 2017 of sun care in Egypt. The company offers Nivea that contains a wide product portfolio, offering different product formats such as creams, sprays, lotions, aerosol spray, and oil.

Notable campaigns could influence consumers’ purchasing decisions

Consumer choice varies, although Luna Cosmetics attempted to influence consumers’ choices by having expansive availability during the summer season in 2017, with very affordable prices which encouraged consumers to give it a chance and test it.

Direct sellers

Oriflame Egypt attempted to highlight its sun care by offering consumers intensive promotions on its products during the summer season. Moreover, it offers wide availability of its products across Egypt through its official distribution channel.

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