Personalities like Coco Chanel, Elizabeth Arden, Max factor and Estee lauder paved the way for designer driven cosmetics and fragrances in the USA and worldwide. Likewise, new Nigerian entrepreneurs like Banke Meshida Lawal,Toni Payne-Akande and Tara Fela-Durotoye are attempting to mirror their legendary American counterparts in creating their own cosmetics and fragrance lines attached to their names. However, the fact remains that Nigeria’s cosmetic and fragrance industry is dominated by multi-nationals a few of whom manufacture locally. The average Nigerian consumer still largely prefers American/European cosmetics primarily due to the foreign aestheticsness marketed across Nigeria and the extensive research and development ( R&D) they bring.
The following are the list of leading multi-national cosmetic and fragrance brands in Nigeria, a few of which manufacture locally:
- Unilever Group Nigeria Ltd. remains a leader offering skincare lines like Lux,
- PZ Industries Plc.
- L’Oreal Groupe
- Johnson & Johnson, Inc.
The Revlon Group Inc. made an attempt in the 80s but was unsuccessful.
The question becomes how will Nigeria’s entrepreneur and government help restructure its beauty industries so Nigerian beauty products can be manufactured and tested in modern laboratries across the country? The goal obviously being that Nigerian brands can have a true shot at strong distribution networks and marketing so they can compete and/co-exist with multinationals in the country. Only time will tell . . .