French cosmetics company, Lancôme named Kenyan actress, Lupita Nyong’o as the 2015 brand ambassador. A move that makes her Lancôme’s first ever black beauty ambassador in its over 75 years of existence.
Following this development, the company recently expanded its beauty brand to Kenya having launched its latest franchise in Garden City Mall last week through a deal with local firm, Lintons Beauty World. As the largest distributor and retailer of luxury beauty and skin care brands in East Africa, Lintons will be the sole distributor of Lancôme products in East Africa.
Originally a pharmacy shop, Lintons entered the cosmetics business in 1998. It sold the pharmacy business three years ago and has since continued to expand its product portfolio with a range of skin care products, perfumes and make up, such as Mac and Yves Saint Laurent.
Over the years, Lancôme has targeted alternative beauty markets by acquiring local brands in new markets to gain distribution networks and brands. “It’s such an honour to stock some of the biggest brands in the cosmetics industry, like Lancôme, which is one of the most cherished brands by customers,” said Lintons Managing Director, Joyce Gikunda. She also termed this new launch as a big step for the firm, which opened its fourth store at the Garden City mall this year.
The cosmetic industry in Kenya has grown steadily to become an investment hub as witnessed by the increasing entry of international brand franchises. Baptiste Vesin, Marketing Manager of Africasie, the main distributors of Lancôme products to Africa explained that companies are being more confident to franchise with companies in Africa. Euromonitor International has projected that the Kenyan colour cosmetics market will grow to $73.7 million by 2018.
In the last four years, new entrants like New York listed Estee Lauder, Swedish Oriflame, and American skin care giant Revlon have come into the market scene. This latest move will see the global brand, which celebrates its 80th anniversary this year, enter the highly competitive industry dominated by other multinationals like Unilever, L’Oreal, and Proctor and Gamble.
However in Lancôme’s decision to name Lupita its brand ambassador, Kenyans may just begin to warm up faster to the beauty brand, considering the fact that she has fast become a symbol of strength and sophistication to many Africans.
