Beauty Trends

After a period of price pressure, the cosmetics and toiletries industry witnessed healthy growth during the past year. Manufacturers and retailers placed more emphasis on generating value, inducing demand for and switches to more expensive or value-added products, creating an improvement in unit prices after the price war that emerged in late 2003. The introductions of new added-value products were well received by consumers, who showed a willingness to spend more for cosmetics and toiletries that provide extra value.

Consumers are increasingly aware about their image and willing to spend more money on products to improve their general appearance. Introductions in skin care, such as body lotions and facial care products with a “tanning” effect, were warmly received by consumers. These products are appreciated for their healthcare attributes as well as the extra positive effect they have on personal image.
Rapid growth of male grooming products continued last year and were largely driven by smaller ranges such as skin care. In addition to new innovative introductions in skin care specifically targeting men in body care products is also proving successful. Western men have a very open attitude towards male grooming products, paving the way for the rapid development of cosmetics and toiletries for men.

Large manufacturers with technologically-advanced formulas win share
The cosmetics and toiletries industry remains fairly concentrated among four larger multinationals including Unilever, L’Oréal, Procter & Gamble and Sara Lee. L’Oréal consolidated its position as industry leader with more mass products that incorporate features often previously only found in premium cosmetics and toiletries, often presenting products with a luxury appeal. Manufacturers have begun introducing more frequent and innovative products in order to stimulate curiosity and build demand. They have also begun combating the competitive nature of private label present in most ranges with products that aim to emulate quality and a multitude of attributes..

Rising trend towards natural ingredients
Although natural cosmetics and toiletries remained niche they are experiencing a surge in popularity fuelled by common consumer concerns such as allergies and skin conditions. Despite being available in health food stores and through independent suppliers for decades some natural cosmetics and toiletries products are growing in importance and building a consumer base through intensified promotion and expanded distribution into more mainstream marketing areas.


Fitness tops list of New Year's resolutions in Dubai
According to a survey conducted by the newspaper Gulf News, the top New Year's resolution in Dubai for 2009 was to get fit, cited by over a third (37%) of respondents. Other popular resolutions for consumers included quitting smoking (9%).

According to a Nielsen survey of over 5,000 Egyptian consumers, 30% of them enjoy trying new products. Moreover, this group will often act as 'evangelists,' telling others of the existence of these products, belying the cliché of the Middle Eastern consumer as innately conservative. Nonetheless, 47% of respondents said they would not “go out of their way” to try new products, while the remaining 23% were even more set in their ways: they know what they like and tend not to bother trying to keep up with the latest product innovations