Millions of Sub-Saharan Africans are considered 'first-generation consumers' who now spend heavily on personal appearance. In Nigeria, the growing young female adult population continues to drive sales of hair care products, which are considered more essential than many other beauty and personal care products. Just how big is this market and what is the attraction for foreign producers? US Company McBride Research Laboratories; pioneers of the Black Beauty industry is in partnership with Compass Consulting as it launches in Nigeria. Cornell McBride Senior joins ABN's Esther Ugbodaga to talk about its prospect in Nigeria and Africa.