Cosmoprof On the Road landed in a country that has beauty built into its very history. We visited Casablanca, Morocco, a land known for prized raw materials and beauty secrets passed on for over a thousand years.

Morocco was an obvious choice given the figures for this market, with growth expected to reach about 7.5% by 2025. 

The greater economic power of the middle class and a change in daily customs and activities are increasing the consumption of cosmetic products. Thanks to the relative economic stability and investments in infrastructure, the market in Morocco boasts a strong presence of local companies, linked to traditional products based on typical ingredients of the geographical area - Argan oil, rose, lavender, prickly pear seed oil, clay - which feed green and natural cosmetics, which are exported abroad with good results. At the same time, the presence of international brands is growing in the country, which take advantage of the increase in sales among younger consumers. In 2017, the multinational groups operating in Morocco - L'Oréal Maroc, Pelissard, Avon, Pierre Fabre, Colgate Palmolive, Procter & Gamble and Unilever - joined in the association "Cosmétiques Maroc", adopting a common policy of control and security against the counterfeit cosmetics market and joining forces for the growth of the entire sector.

The event, which was scheduled to coincide with Cosmetista Expo North & West Africa - the top trade show for beauty and well-being in Africa -,  included the participation of PierLuigi Gentile, Consul General for Italy in Casablanca and Daniela Cosentini - ICE Director who introduced Laura Campodonico - Key Account Manager France and French-speaking countries.

Participants were given an early look at what's next for Cosmoprof Worldwide Bologna 2020 and were able to learn more about the projects that make this event the ideal partner for local buyers and businesses in the sector.

Khalid El Janabi, Director General for Premium Brands, an e-commerce portal for products “made in Morocco”, brought the event to a close with an illustration of how the beauty sector is changing in Morocco, offering details and valuable insights for working together on the trends of the future. 

Cosmoprof on the Road continues, next stop Stockholm!

DISCOVER THE FULL CALENDAR