Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
TRENDS: PERSONAL CARE
How the African Beauty trend is creating opportunities for market players
By our African Marketing Confederation News Team | 2024
Brands that recognise indigenous African beauty practices, and utilise natural ingredients and techniques, have an advantage.
‘African Beauty’ has emerged as a robust and contemporary trend within the beauty and personal care space on the continent, taking advantage of the reality that many international products are still failing to address the specific needs of African consumers.
Seeing the gap in the market, several entrepreneurial brands are contributing to the African Beauty trend. They are doing so by creating specific customised solutions that not only address African skin tones and hair types, but promote indigenous beauty practices that utilise natural ingredients and techniques, reflecting the cultural importance and buoyancy of the African heritage.
This is an opportunity that all our region’s beauty players should not miss!
Despite increasing intra-African trade and cultural ties – as well as growing ties with the rest of the world – the continent is too often still regarded as a monolithic entity when it comes to the selling and marketing of beauty and personal care products.
Photo by Sora Shimazaki from Pexels
The reality, of course, is that ethnicities, perceptions of beauty, beauty traditions, and cultural norms vary widely and constantly evolve. Each of the 54 countries has its own practices and preferences. As such, ‘African Beauty’ innovation must not only address the specific characteristics of skin tones and hair types, but embrace the traditions of the various countries as well.
Utilising natural ingredients that have been used for centuries
One of the ways in which beauty players are doing this is by utilising natural ingredients that have been used for centuries by African woman as part of their beauty regime. Examples include shea butter in West Africa and argan oil in North Africa.
Shea Moisture, a brand which was founded by a Sierra Leonean refugee in the early 1900s, has capitalised on this by creating a line of hair and skin care products using shea butter and black castor oil.
These natural ingredients – still sourced from women’s co-operatives in northern Ghana – are gaining global attention as they are considered sustainable, ethical and effective in everyday use.
Similarly, Kui Care is an emerging Kenyan brand that has a strong focus on formulating products specific to African hair.
A key priority for the brand is utilising natural ingredients such as tea tree oil and cinnamon, while at the same time celebrating African culture and heritage through their brand and packaging.
You will find this story, and much more, in Issue 1 2024 of Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC).
Read it online or download it here. A print edition of the magazine is also available.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.