Estee Lauder to meet buoyant demand in Africa

Estee Lauder plans to spread out its presence in Sub-Saharan Africa by rolling out its $1 billion brands, Clinique and MAC, to knock into strong demand for the luxury cosmetic among the region’s middle class.

Sue Fox, Estee Lauder’s managing director for the sub-Saharan Africa, told Reuters in an interview that the company introduces Clinique, its second biggest brand with sales over $ 1 billion, in Nigeria and in Mozambique in the near future. After being ‘inundated’ with requests the company launched MAC makeup in Nigeria’s largest city Lagos in February, Fox said.

She said that there is massive consumerism of international brands in Africa. “We are very excited about the potential of MAC in Nigeria. That’s led us to pursue a strategy with MAC that will ensure that we’re able to bring the brand to consumers in other markets”, she added.

It is also about to enter Cote d’Ivoire for the first time with fragrances, presently its biggest category in Africa. Estee Lauder’s partners in designer fragrances include Tom Ford, Michael Kors Holdings Ltd and Coach Inc .

Fox said Estee Lauder views sub-Saharan Africa as “a long-term build,” citing its youthful population, brisk economic growth and urbanization.

Fox said that, Estee Lauder is focusing on cities with the biggest growth potential and has identified key locations such as Lagos, Abuja and Port Harcourt in Nigeria, as well as the capitals of Ghana, Kenya, Tanzania, Mozambique and Angola.

 

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