L’Oréal Professional Paris has partnered with professional hair stylists in Kenya to officially release it’s newest range of natural hair care products in Kenya. L’Oréal Professional’s Series Expert Curl Expression, natural hair care range is the first ever co-developed with curl experts in four different countries, targeted at the country’s youthful population popularly referred to as Gen Z – who are driving significant demand in the market.
The cosmetics brand is targeting to reach 1,000 hair experts in Kenya’s capital Nairobi, to upscale and promote awareness and use of this new product line.
“From our research, consumers feel that the market does not dedicate the same level of intensity to natural hair as it does relaxed textures. There is an appetite for proudly African hair care products which we seek to tap into to elevate the hugely potential natural hair space by working with stylists who want to practise their theoretical knowledge, upscale their businesses and gain credibility,” said Viola Awiti, L’Oréal Professional Products business unit head in Kenya.
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 USD 994.06 million between 2021 and 2026, expanding at a CAGR of 6.35% 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 markets with key markets segments driving growth of haircare market on the continent including Shampoo, Conditioner, Hair color and Hairstyling products.
L’Oréal Professional Paris says high-end stylists offering premium product range and with an online presence will be enlisted in this educational campaign.
“Hair care is our number 1 priority. Launch of this product range has been informed by a rise in health concerns over use of chemicals especially among the Gen Zs – the curliest generation who are more inclined toward use of natural haircare products,” she added during the launch in Nairobi.
According to L’Oréal, 61 percent of Generation Zs- those born between 1990’s and 2010’s prefer natural hair care products.
The range is made for all types of curls -moisturises, strengthens and reinvigorates bounce in these hair strands.
Read: L’Oreal Rolls Out New Range of Haircare Products in Kenya
