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Coloured cosmetics in SA
Preference for value-added products
There remains a strong preference among South African consumers for value-added and value for money product offerings within colour cosmetics. Products that provide multiple benefits and all-in-one solutions remain a popular choice; this trend is particularly prevalent amongst products within facial make-up. High-income earners who are generally less price-sensitive tend to continue to demand more premium brands that in the past have proven their efficiency.
Revlon continued to lead with a value share of 25%, followed by L’Oreal South Africa and Estée Lauder Cos South Africa (Pty) Ltd with shares of around 14% each. Revlon continues to benefit from its strong heritage brands, including Revlon, Charlie and Almay, with extensive channel and audience coverage. The strong heritage of the brand globally transcends into the South African market and allows Revlon to maintain its dominant position within colour cosmetics.
The category is likely to witness increased innovation over the forecast period with an emphasis on multiple benefits, convenient applications, long lasting formulations, natural ingredients and formulations targeted at ethnic skin tones. Manufacturers are likely to respond to consumer demand for value products by providing on-going discounting promotions whilst maintaining and improving product quality.