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Beauty

The document summarizes beauty trends in Africa, focusing on Nigeria. It notes that beauty in Africa is deeply tied to culture, identity and belonging. The African beauty market is growing as the middle class expands and spends more on cosmetics. Nigeria in particular has a $1 billion beauty market, as it is Africa's largest economy with a growing population. For brands entering the Nigerian market, the document recommends adapting products for local weather conditions, including more diversity in models and shades, having affordable options, and representing real Nigerian women.

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paola
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134 views8 pages

Beauty

The document summarizes beauty trends in Africa, focusing on Nigeria. It notes that beauty in Africa is deeply tied to culture, identity and belonging. The African beauty market is growing as the middle class expands and spends more on cosmetics. Nigeria in particular has a $1 billion beauty market, as it is Africa's largest economy with a growing population. For brands entering the Nigerian market, the document recommends adapting products for local weather conditions, including more diversity in models and shades, having affordable options, and representing real Nigerian women.

Uploaded by

paola
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Beauty in Africa

Paola Espejo
How is the market of Beauty in Africa
and what new beauty brands have to
consider when entering in Nigeria?
Ethiopia and Uganda Kenya Zimbabwe Mauritana
Karo tribe, Karamojong tribe Masai tribe Shona culture Flattering room

Through times, many have defended the narrative that beauty is in the

BEAUTY
eye of the viewer. In Africa, beauty is about taking pride in your own body,
is community, is language, is moral and norms and is values. There is a
deeper meaning that leads to a search for an identity, a place and a
sense of belonging.
MAKE-UP
This is history and culture, is where
the need of external <beauty>
comes from. Africa now is
considered as the next frontier of
cosmetics:

• African middle class with higher


spending power
• Higher education opportunity
• Higher positions
• Travelling and experiencing
• International brands in the
region
• Celebrities settling beauty
brands and social media
• Low prices from local brands
• Influence from America
The beauty market is headed to 99.13 millions of women
between 15 and 34 years. Just 5% people can afford luxury

• African largest economy


• 200 millions of people and in 2030 the
third biggest numerous country
• The higher receiver of Foreign direct
investment in Africa
• Constant GDP growth
Beauty brands in Nigeria have a current
market size of 1 billion of USD

• Cosmetics
• Beauty
• Allure
• Beauty kink
• Retailers with luxury brands
• Local AVG 7.73 eur vs international
lux AVG 34,46 eur
What to consider?
• More balance and cohesion where risk are more
manageable.
• There is a great chance to growth in the local market.
• Nigeria is a boom for new local brands.
• Nigerians expect a lot of inclusion in terms of color
and ethnicity in local and international brands
• Make-up needs to be adapted to the higher
temperatures and humidity in the country and region.
• Lagos, Abuja and Ikeja are the cities with more
opportunities.
• Ecommerce platforms are conquering the market.
• Local brands with lower prices and quality are
heading the market.
• Fair prices for low-income people.
• Real women is the best representation of beauty and
is what Nigerians are looking for in every single brand.
¨A black woman takes, on average,
three times more than a white
woman, of her own class, to take
care of her hair. She consumes nine
hair products compared to a white
woman, more than seven of make-up
and five more of skin care¨

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