•The brand has just launched the Scalp Advanced range which targets nearly half of the Kenyan population.
•It is keen to professionalise the industry and attract young entrepreneurs.
L’Oréal has announced a new strategic drive that will see the brand support stylists through education, as it seeks to deepen penetration in the Kenyan hair care market.
Speaking while launching the innovation Scalp Advanced, L’Oréal Professional Products Division (PPD) manager Jean-Christophe Abela said “L’Oréal PPD must act as a leader by elevating the haircare industry in Kenya.
"This will only be achievable through strong investments on education and partnerships with the most reputable stylists in East Africa who in turn service millions of clients,"Abela said.
L'Oréal will provide support to entrepreneurs at the heart of the professional beauty industry with “education as an obsession, not only on products but especially on business fundamentals.
“Kenyan consumers are becoming more sophisticated and going for healthier, diversified looks and as L’Oréal Professionnel, we take it as a responsibility to help stylists in the country to match up to their expectations, offer value and realise more revenues,” Abela added.
He said L’Oréal is implementing many initiatives such as organising physical masterclasses, webinars, in-salon trainings among other planned activities designed to professionalise the industry and attract young entrepreneurs.
To compliment the education aspect, L’Oréal Professionnel is also accelerating innovation in a bid to bring accurate solutions regarding the main hair concerns in the region.
The brand has just launched the Scalp Advanced range which targets nearly half of the Kenyan population, with statistics showing up to 48 per cent of people affected by scalp deregulations in Sub-Saharan Africa.
Common concerns include itchiness, sensitive scalp and dandruff.
It will also support stylists with the launch of a salon locator to help customers easily locate salons.
Locally relevant visuals, partners and local influencers will also form part of the package.
The “Haircare Market in Africa by Product and Geography – Forecast and Analysis 2022-2026” report by Technavio identifies the market to observe an incremental growth of $994.06 million (Sh135.7 billion) between 2021 and 2026, expanding at a CAGR of 6.35 per cent during the forecast period.
The report provides a comprehensive analysis of recent developments, new product launches, major revenue-generating segments, and market behavior across geographies.
Kenya, Nigeria and South Africa are listed among key markets for haircare with key markets segments driving growth of haircare market on the continent including shampoo, conditioner, hair color and hairstyling products.
L’Oréal Professionnel says high-end stylists offering premium product range and with an online presence will be enlisted in this educational campaign.