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Nigerians’ cosmetics preferences

PicodiJuly 3, 2020

The first mentions of make-up date back to ancient Egypt. Even then, people used the prototype of eyeliner, and both men and women wore make-up. Since that time, cosmetics and the perception of make-up itself have diametrically changed. Nowadays, trends come and go every season, and the preferences of Nigerian women are constantly evolving.

How much money do Nigerians spend on cosmetics yearly? Which factors determine the purchase of cosmetics? How do men and women feel about eco cosmetics? And how do we compare to other countries? Picodi.com analysis team answered these and other questions related to the cosmetics market.

Beauty has its price

Which cosmetics do Nigerian women prefer?

Nigerian women’s’ toiletry bags are quite spacious — on average, they contain as many as 19 beauty products. It is no wonder that a typical Nigerian woman spends around ₦92,000 in a year on cosmetics. On the other hand, among these 19 cosmetics, only 9 are in regular use. It could be explained by the fact that 49 per cent of the surveyed women buy cosmetics when they are discounted, in reserve. 28 per cent buy cosmetics when they run out and 23 per cent whenever they feel like it.

How do Nigerian women choose their cosmetics? Most of the surveyed women (74 per cent) chose price as a major factor determining the purchase. Brand of the cosmetic is crucial for 50 per cent of the surveyed respondents, and 37 per cent chose ingredients. Less important are specialists’ tips (22 per cent) or friends’ opinions (15 per cent).

Considering the fact that most of the respondents consider price as the most important consideration, it is not surprising that only 27 per cent of women prefer premium cosmetics, more expensive than the regular ones. 49 per cent allow themselves to buy such cosmetics occasionally, and 24 per cent don’t buy them at all. Price is also the decisive factor for choosing between regular and eco cosmetics, which became quite popular in recent years. The majority of the surveyed women (70 per cent) declared that they pick green cosmetics only when the price is reasonable. 22 per cent always buy eco cosmetics, and 8 per cent don’t have any interest in the ecological aspect of beauty products.

Mirror, mirror on the wall…

The most popular beauty products in Nigeria

For many women, make-up is an integral part of the morning routine. However, 18 per cent of the surveyed Nigerian women do not wear make-up at all. Among those who do, less than 27 per cent wears it daily. 56 per cent does make-up sometimes, and 17 per cent does it only for special occasions.

How much time do Nigerian women usually spend in front of the mirror? Among the women aged 18 to 50, 44 per cent spend 5 to 15 minutes on make-up, and one-fifth less than 5 minutes. One-third of surveyed Nigerian women take much more time doing make-up — as much as half an hour.

An average women’s make-up bag contains many products, including some of the same kind. Statistically, Nigerian women own 7 lipsticks, 3 lip liners, 3 blushes, 4 mascaras, 6 eyeshadows, and 7 fingernail polishes.

Through the looking glass

Cosmetics in Nigeria compared to other countries

In Nigeria, the most popular beauty products are lipstick, mascara, foundation, eyebrow pencil, and eyeshadow, and women spend around $237 a year on cosmetics. How about other countries?

South Africans spend more than Nigerians — $323. Their favourite cosmetics, besides lipstick, mascara, foundation, eyebrow pencil, is eyeliner.

Indian women spend a bit less, around $291 a year. With $909 spent on cosmetics each year, women in Saudi Arabia are far ahead.

Men vs cosmetics

How men buy cosmetics?

How do men feel about cosmetics? First of all, they spend much less money on cosmetics than women — ₦51,400 a year, which is close to just half of the average woman’s beauty budget. They also own fewer beauty products (110 pieces), although they only 5 use regularly. What is interesting, only 68 per cent of the surveyed men buy cosmetics by themselves — the remaining 32 per cent admits that it is mom or partner who buys cosmetics for them.

Similar to Nigerian women, men usually buy cosmetics when they are discounted (42 per cent). 41 per cent buy cosmetics when they run out, and 17 per cent when they feel like buying. Same as women, the main factor determining the choice for men is the price — 64 per cent. Still, the brand is also important (51 per cent), as well as their own preferences (24 per cent).

Nigerian men are also less likely to buy premium cosmetics — 38 per cent claim that they never buy them and 35 per cent do only occasionally. When it comes to eco cosmetics, almost half of the surveyed men declared that they do not care about their ecological aspect. 41 per cent buy such cosmetics when the price is reasonable, and 16 per cent prefer eco products no matter what.

Methodology

This report was based on survey results conducted among 9300 people in 44 countries in June 2020.

Public Use

Would you like to share information about preferences toward cosmetics in Nigeria and other countries? Feel free to use all the data and infographics presented in this report for both commercial and non-commercial purposes as long as you indicate the author of the research (Picodi.com) with a link to this subpage. If you have any questions, please contact us: research@picodi.com.