Snapshot of Color Cosmetics in South Africa

  • Color cosmetics in South Africa posted value growth of 13% in 2013.
  • Consumers continue to seek products that provide added-value.
  • Average unit prices across most categories grow primarily due to inflationary pressures and the rising demand for value-added products.
  • Revlon SA Pty Ltd continues to lead with a value share of 25%.
  • Color cosmetics is predicted to see a value CAGR of 7% at constant 2013 prices.

There remains a strong preference among South African consumers for value-added and value for money product offerings within color cosmetics, according to Euromonitor International. Products that provide multiple benefits and all-in-one solutions remain a popular choice. High-income earners who are generally less price-sensitive tend to continue to demand more premium brands that have proven their efficiency.

Color cosmetics posted value growth of 13% in 2013; relative to 2012, the category grew by approximately one percentage point in value terms. Facial makeup and nail products were the key categories that drove overall growth. The former category saw value sales grow by 8% and the latter by 12% in 2013.

Facial makeup continues to be considered an everyday essential in the daily grooming regimen of many South African women; this, coupled with the extensive innovation and development within the category continues to drive product sales. Subcategories, such as BB and CC creams, posted the most dynamic current value growth of 98% in 2013 (much of this growth may be attributed to growth from a low base). Innovation in BB creams now includes multiple benefits that range from anti-aging, oil control, sun protection and moisturization to even-toning and illuminating. Product ranges are also expanding their product color palettes to target a wider range of ethnic skin tones. However, despite this development, there still remains a gap in the market when it comes to colors that match the extensive variation of ethnic skin tones.

Despite the explosion of BB and CC creams that have hit the South African shores, it remains debatable whether consumers understand the benefits of the products. Despite the all-in-one product functionality, many consumers continue to layer their faces with moisturizers and higher sun protection factors and then top off with a BB and/or CC cream.

Other categories that reflected double-digit growth in 2013 were eye liner/pencil, eye shadow, mascara, blush/bronzer/highlighter, lip gloss and nail polish. The popularity of most of these products is related mainly to their low average unit costs as well as the ease of application.

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