L’Oreal taps into sub-Saharan Africa's hair care market - CNBC Africa

L’Oreal taps into sub-Saharan Africa's hair care market

Western Africa

by Trust Matsilele 0

L’Oreal’s brings its hair care to sub-Saharan Africa. PHOTOS: loreal

Ivory Coast’s CFAO has signed a protocol agreement covering the production and distribution of L’Oreal’s cosmetic products in Ivory Coast.

The worldwide leader in cosmetics is present in over 130 countries, L'Oréal will draw on its expertise in beauty products and the strength of its consumer brands to accelerate its expansion into key markets in French-speaking West Africa.

By teaming up with L'Oréal, CFAO establishes a new world-class partnership in sub-Saharan Africa by giving L'Oréal access to its distribution channels and its thorough knowledge of African countries and markets, as well as its production facility for cosmetics and packaging components.

This agreement will speed up L'Oréal's expansion and development of its hair care and body care brands in Ivory Coast thanks to a manufacturing facility suited to its needs.  CFAO will be the sole distributor of L’Oréal international consumer brands in Ivory Coast.

"The distribution and production partnership with CFAO is part of a strategic plan for the L'Oréal Group in Ivory Coast and French-speaking West Africa. Ivory Coast is a fast-growing market where beauty products have a strong appeal among local consumers.  It is crucial for L'Oréal to increase its presence in these expanding markets," said Geoff Skingsley, L’Oréal’s managing director for Africa Middle-East Zone.

(WATCH VIDEO: L’Oreal explores Africa)

Richard Bielle, chairman of CFAO's management board said the group’s strategy in West Africa was going to offer major international brands a manufacturing and distribution tool suited to the markets they wish to tap into. 

“This new partnership is fully in line with CFAO's strategy of encouraging the consumption of innovative, quality products in West Africa,” said Bielle.