L’Oréal Invests in African Beauty

After 13 years of research activity in South Africa, the world’s leading beauty company, L’Oréal opened a new Research & Innovation Centre in Johannesburg. Here, African hair, skin specificities and beauty routines as well as expectations of its sub-Saharan consumers will be studied.

According to executive vice-president of research and innovation, Luarent Attal, consumer surveys conducted since 2010 and in-depth studies of skin and hair since early 2000 provided the knowledge base for the development of tailored products for African consumers.

By opening this new Research & Innovation Centre, we are spearheading L’Oréal research for the African continent. We are showing our determination to go further in innovations for the African beauty market,” says Attal.


Alexandra Popoff, the executive vice-president of L’Oréal Eastern Europe and Africa saysSub-Saharan Africa is one of the fastest growing regions for L’Oréal and the new research arm in South Africa will enable the company to continually create the beauty products of the future for African consumers.

“We are starting with hair and our ambitions are much broader and cover the body, hygiene, skin care and makeup categories,” says Attal.

L’Oréal South Africa has four divisions which manage over26 brands including Dark & Lovely, Armani and Maybelline.

The new Research & Innovation Centre will cooperate with the African scientific ecosystem, universities, dermatologists, natural biodiversity centres as well as hairdressers.

Source: cnbcafrica


Written by PH

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