Number one company in cosmetics and personal care products, L’Oréal today opened its new Kenyan subsidiary which makes it the third subsidiary in Africa after South Africa and Nigeria. The Kenyan subsidiary will be the hub for expanding the groups activities in East Africa region with a total of 6 countries: Kenya, Uganda Tanzania, Rwanda, Burundi and Ethiopia. These six countries are said to be dynamic markets with a large number of potential new consumers.
By making this move The L’Oréal group is reaffirming its confidence in the region’s growth potential. Its mission being to make beauty universal, the group aims at enabling access to quality products that meet all beauty needs.
“The three major markets are hair care (straightening and relaxing products), body care and deodorants. In terms of other personal care products, African women favor moisturizers for the body and concealers for their complexion. All this is because it has been noted that Africa has a great tradition of beauty practices.” Said Patricia Ithau Managing Director of L’Oréal Kenya at the inauguration.
L’Oréal group’s broad portfolio of brands puts it in a position to meet all these aspirations. In particular, it can draw on a long history of expertise in ethnic hair and African skin thanks to its specialist research centre in Chicago. Soft Sheen-Carson and Mizani are the group’s flagship brands for the conquest of new consumers in the region.
L’Oréal has been active in the region through its philanthropy programs in particular “Hairdressers against AIDS” which began in SA and “For women in Science” in partnership with UNESCO where the L’Oréal foundation will award a young female Kenyan scientist in 2012. This grant was welcomed by Patricia Ithau at the inauguration of the L’Oréal Kenyan chapter.
Garnier and L’Oréal Paris also have a presence in the EA zone, South Africa, Morocco and Egypt.
“The region is a source of talent and inspiration for the L’Oréal group as it strives to make beauty universal. Because of its multicultural teams and products that meet consumer’s specific needs, the group is well placed to conquer a billion new consumers in the next 10-15 years.” Concluded Patricia.
Photo credit; Susan Wong