Researchers examine why some AI ads fail while others succeed
Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.
BEAUTY INDUSTRY
MAC Cosmetics continues its Tunisian expansion by opening third outlet
By our African Marketing Confederation News Team | 2025
Global brand has a growing operation in North Africa. This complements a well-established presence in sub-Saharan Africa.
MAC Cosmetics, the London-based cosmetics company that is part of the Estée Lauder group, has opened its third store in the North African country of Tunisia.
Photo: MAC / Kilani Groupe
The latest outlet is in the Azur City shopping mall in Ben Arous, a city which forms part of Grand Tunis, the country’s largest metropolitan area. MAC already has stores in La Marsa and Sousse.
MAC’s in-country partner is the well-established Kilani Groupe, which is active in sectors such as specialised in pharmaceuticals, paramedical products, dermo-cosmetics and hygiene products.
Kilani opened the first two Tunisian MAC outlets in June 2024. It said at the time that the brand is “synonymous with innovation, quality and creativity”.
The brand’s strongest North African representation is in Morocco, where it has six outlets. There is also an outlet in Egypt.
First African standalone stores opened in 2013
MAC opened its first standalone stores in Africa in 2013. Lagos was the first such store, followed by others in Zambia and Botswana.
It now has a presence, either standalone or in-store, in 16 African countries. South Africa is the biggest, with more than 40 locations.
According to the website Beauty Africa, the beauty industry in the Middle East and Africa was estimated to be worth about US$30-billion in 2023.
MAC Cosmetics was founded in Canada in 1984 and became part of Estée Lauder in 1998. Its products are sold in over 120 countries and it promotes itself as ‘the ultimate colour authority’.
Study examines drivers of FMCG purchases in three African markets
GeoPoll insights report from Kenya, Nigeria and South Africa finds that quality remains the key purchase driver in FMCG.
E-commerce retailer aims to speak to the hearts of South Africans
As the country celebrates Heritage Month, Takealot embarks on a campaign to speak to consumers in all 12 official languages.
Dentsu Kenya appoints Rehema Chege as Business Head, Creative
She brings experience across creative strategy, digital transformation, media, content, influencer marketing and client leadership.
Can the low flypast raise the brand bar for the airline involved?
Airlink has been a centre of attention for the past week due to its spectacular flypast over a rugby stadium. What’s the marketing benefit?
East Africa’s AAR Healthcare makes senior marketing appointment
Jane Gaty, who has extensive experience in the health care sector, joins as Head of Brand, Experience and Corporate Impact.
Kantar’s African business announces significant leadership changes
Two executives step into new leadership roles within Africa, while a third long-serving leader moves to a position with Kantar UK.
Africa Creator Festival returns to advance the creator economy
The continent’s creators are building communities, shaping culture and developing businesses of their own, organisers say.
Zambia Institute of Marketing enjoys busy time as it hosts key events
Apart from being host to the upcoming annual AMC Conference, ZIM recently hosted its own conference and a graduation ceremony.
Experienced beverages marketer Bodam Taiwo takes on new Diageo role
She brings an extensive background in Nigerian and regional spirits marketing to a wider African responsibility.
Brand agency Penquin strengthens leadership team with two appointments
Albert De Andrade is named as Chief Creative Officer and Lerato Moleko is appointed Strategy Director.