Personalities like Coco Chanel, Elizabeth Arden, Max factor and Estee lauder paved the way for designer driven cosmetics and fragrances in the USA and worldwide. Likewise, new Nigerian entrepreneurs like Banke Meshida Lawal,Toni Payne-Akande and Tara Fela-Durotoye are attempting to mirror their legendary American counterparts in creating their own cosmetics and fragrance lines attached to their names. However, the fact remains that Nigeria’s cosmetic and fragrance industry is dominated by multi-nationals a few of whom manufacture locally. The average Nigerian consumer still largely prefers American/European cosmetics primarily due to the foreign aestheticsness marketed across Nigeria and the extensive research and development ( R&D) they bring.
The following are the list of leading multi-national cosmetic and fragrance brands in Nigeria, a few of which manufacture locally:
- Unilever Group Nigeria Ltd. remains a leader offering skincare lines like Lux,
- PZ Industries Plc.
- L’Oreal Groupe
- Johnson & Johnson, Inc.
The Revlon Group Inc. made an attempt in the 80s but was unsuccessful.
The question becomes how will Nigeria’s entrepreneur and government help restructure its beauty industries so Nigerian beauty products can be manufactured and tested in modern laboratries across the country? The goal obviously being that Nigerian brands can have a true shot at strong distribution networks and marketing so they can compete and/co-exist with multinationals in the country. Only time will tell . . .
Well, thats interesting. Really it is. I’m starting my own cosmetic company and its an urban line. I would love to make that line and partner with someone from nigeria to make it global. If the right person with the right idea and marketing strategy approached me and would be open to discussing that path, I’d make a place for you in Chicago for a week to discuss it….Wow what a opportunity. Revlon tried and failed because they didn’t know what they were doing…Great article, I’ll be reading for more.
I just found out that Revlon is now in Nigeria. Infact they are on facebook. Check out http://www.facebook.com/group.php?gid=65316749080
Khaliah am ready to partner with you jst cal email me myheart2u4eva@yahoo.com