With the health crisis, Business France has set up a series of webinars, broadcast during the E-Cosmetic 360 trade show, to help French cosmetics companies take on the most attractive countries. After taking an interest in America, Europe and Asia, it is now Africa’s turn to catch the organization’s attention. Let’s go to Nigeria.
Nigeria is the second largest African market. It represents 2.32 billion euros.
A large part of the care (70%) sold on the territory is foreign.
“Thanks to its strong demographic growth (2.6% in 2018) and the constant demand for beauty products, Nigeria is a choice investment destination for international companies in the cosmetics sector,” explains Business France.
Market Characteristics
International brands dominate the Nigerien market, all cosmetic branches combined. They include Givenchy, Dior, Elizabeth Arden and Mary Kay, which is the leader in the make-up segment.
Local players are not outdone. House of Tara, Zaron, RR Luxury Essenza, Montaigne Place, and Kuddy Cosmetics are all highly successful.
Opportunities for the French offer
French cosmetics have the reputation of being of much higher quality, particularly in terms of health safety and environmental responsibility.
Despite limited purchasing power, Nigerians show a strong interest in beauty.
Whether men or women, the majority of citizens cultivate their appearance and are looking for products that can meet their expectations (hair, makeup, nail polish, skin care, perfumes).
Professional establishments (salons, spas, institutes) are developing more and more. They are looking for effective treatments and protocols. They are fond of French ranges, synonymous with luxury and know-how. …
