COSMETICS MARKET

Congo is very big cosmetics market. All the categories of cosmetics are available here. 90% manufactured locally and 10% Imported. Imported ones can not compete with locally manufactured in price, because of low manufacturing cost. It is completely credit market. There is no single cosmetics company selling on cash. Retailer margin ranges from 5% to 10%. On some imported products the margin will be 15%. Congo is high potential cosmetics market.

Kinshasa is very big market of Cosmetics. The top selling pack of Lotion is TOP CLAIR, sells around 7000 cartons ( 7000 x 60 = 420,000 units) 

The second top selling lotion, EXTRA CLAIR sells around 6000 cartons.

The total Kinshasa lotions market is around 20,000 cartons .Same as Creams also.

Hair relaxers market is growing like anything. At present imported are dominating the market. FEMCO is the distributor for Dark & Lovely.

Some companies are manufacturing Hair relaxers in Kinshasa.

There are 4 major players in cosmetics products market.1.Gaundur.2.Femco3.Angel Cosmetics4.Rico.

All the above 4 got factories in Kinshasa. Each company on an average sells 65000 to 85000 cartons in total Congo. Kinshasa contribution will be 60%. On an average per carton value is $ 25. There are very few imported brands from Nigeria, Paris, South Africa & Ivory Coast. Their contribution will be less than 10 % of market. Recently, the Beltexco also entered into cosmetics business. Kinshasa is approximately a minimum of $ 10 million per month cosmetics market.

Kinshasa Cosmetics market, mainly the top selling products range.

1. Face & Body Lotions.2. Face& Body Creams.3.Hair Products.4. Nail polish removers.5. Colour Cosmetics.

FACE & BODY LOTIONS. In Kinshasa there are 42 Face & Body Lotions brands available. These 42 brands are having 51 packs.( Different Sizes).Out of 51 packs, 36 are manufactured in Kinshasa and 15 are imported. Out of 36 packs manufactured in Kinshasa, 16 are manufactured by FEMCO.

Out of 15 imported, 7 are manufactured by SIVOP - ABIDJAN.When we compared Monalisa price of per ML with locally manufactured packs, Monalisa is 2 times higher.

FACE & BODY CREAMS. In Kinshasa there are 51 Face & Body creams brands available. These 51 brands are having 77 packs (Different sizes).

Out of 77 packs, 52 are manufactured in Kinshasa and 25 are imported. Out of 52 packs manufactured in Kinshasa, 17 are manufactured by FEMCO and 16 are manufactured by GANDOUR..

Out of 25 imported, 18 are manufactured by SIVOP - ABIDJAN.The locally manufactured lotions percentage to imported is 68%.  

HAIR CARE MARKET Hair Care market consists of conditioners, shampoo, perfume, relaxers,Styling agents ,hair colorants.

The conditioners category consists of traditional conditioners, Intensive conditioners. The market is led by traditional conditioners 70% and followed by intense conditioners.

The shampoo category consists of standard shampoo, anti dandruff shampoo,2 in 1 shampoo, baby shampoo. The shampoo market is led by standard shampoo 50% followed by anti dandruff 20% and balance 2 in 1 and baby shampoos.

The perfumes and ralaxers category consists of relaxers and perfumes.This market led by 60% relaxers and 40% perfumes.

HAIR CARE MARKET The style agents consists of hair gel, hair spray, style cream & waxes & hair sprays. The style agents market led by hair gel followed by hair sprays & waxes.

The hair colorants category consists of permanent colorants, bleachers.Hair colorants market led by permanent colorants followed by semi colorants, bleachers.

HAIR RELAXER. In Kinshasa there are 27  Hair relaxer brands available. These 27 brands are having 43 packs (Different sizes).

Out of 43 packs, 15 are manufactured in Kinshasa and 28 are imported. Out of 15 packs manufactured in Kinshasa, 6 are manufactured by GANDOUR.

Out of 28 imported, 21 are imported from South Africa.

The locally manufactured Hair relaxers percentage to imported is 35%.  Imported Hair relaxers are dominating the market. Mainly DARK & LOVELY.

NAIL POLISH REMOVER. In Kinshasa there are 12  Nail polish remover brands available. These 12 brands are having 12 packs. Each brand is having only one pack.

Out of 12 packs, 9 are manufactured in Kinshasa and 3 are imported. Out of 9 packs manufactured in Kinshasa, 5 are manufactured by FEMCO.The imported are from China, Canada and Paris. This is fastest growing segment.

WHY SHOULD WE LAUNCH COSMETICS

THE DREAM OF EVERY AFRICAN BLACK FEMALE IS TO BECOME FAIR & MAKE HAIR STRAIGHT.

FOR THIS THEY SPEND MORE THAN 30% OF THEIR INCOME.

As mentioned, Kinshasa is very price sensitive market. For importers It is not easy to compete with local manufactures, unless excellent FOB price.

To launch new cosmetic, we must see the price equal to fastest selling brand in the market after having minimum of 30% margin. ( upto 10% for local promotions).