Demand for skincare products in Kenya registered an overall decline of 27 per cent in 2020 according to PZ Cussons East Africa Managing Director Sekar Ramamoorthy.
Ramamoorthy says the decline is attributed primarily to lower consumer confidence and reduced spending.
The firm said that recent industry reports had shown the first quarter of the year registered a 6 per cent decline, which subsequently accelerated in the second quarter by 21 per cent.
Ramamoorthy disclosed the data when they announced a Ksh 30 million drive to grow its youthful market target with a national campaign that will see the firm reignite demand by rewarding consumers of Imperial Leather brand.
The campaign dubbed Sherekea na Milioni, the company seeks to reaffirm its consumers for their brand loyalty, recognizing that the Covid 19 pandemic has changed their buying habits.
“Recruitment of younger consumers is a key area that the company is endeavouring to exploit. Interestingly, the current generation of younger people is increasingly inclined to spend at least one-tenth of their monthly basket value spend on personal grooming routines,” said Mr. Ramamoorthy.
“Remarkably, male consumers are joining the personal care category at a faster rate than female consumers, with an addition of at least 400,000 new consumers every year to male personal care category.”
The Sherekea na Milioni campaign will constitute daily, weekly and monthly winners who will be randomly selected during scheduled draws. The final winner will take home the grand prize of Ksh.1 million.