While retail value growth in the category generally decelerated over the review period, super premium beauty and personal care displayed resilience in a difficult consumer environment characterised by declining purchasing power exacerbated by more stringent credit regulations. Aspirational and upper-middle-income consumers, who are less affected than others by the economic situation, are generally preventing volume sales declines among super premium beauty and personal care products.
For many years, black consumers, who represent an underserved group, have been disregarded by luxury beauty and personal care brands. This growing base of middle-income consumers, who are young and highly aspirational, are highly brand-aware and keen on international brands.
Super premium fragrances are increasingly being made available through pure online retailers such as Takealot and Superbalist. These players often price their products at a more competitive rate than more established retailers.
On social media, consumers are faced with information overload, with each brand claiming the superiority of its product. In the past, brands were respected for their heritage and recommendation from influencers, but it has been observed that luxury goods are increasingly moving towards experiential branding.
Estée Lauder recently launched the Re-Nutriv Ultimate Diamond Transformative Energy Dual Infusion, which retails at close to ZAR6,000 for 30ml. The two serums come in a unique dual-chamber package to preserve potency and blend together when applied.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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