LONDON--(BUSINESS WIRE)--Technavio’s latest report on the haircare market in Africa provides an analysis on the most important trends expected to impact the market outlook from 2016-2020. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
Brijesh Kumar Choubey, a lead analyst from Technavio, specializing in research on cosmetics and toiletry sector, says, “Consumer demand for customized hair solutions that address specific concerns has been growing in the haircare market in Africa. A growing number of consumers in the region are preferring products that protect the scalp and hair quality and repair damage.”
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The top three emerging trends driving the haircare market in Africa according to Technavio consumer and retail research analysts are:
- Partnership of vendors with salons to gain visibility and establish products
- Growing use of online channel by brands
- Leveraging social media platforms
Partnership of vendors with salons to gain visibility and establish products
Hair salons are booming in South Africa and many manufacturers are partnering with these salons to gain visibility and establish their products in the market. Some popular salons in Nigeria are Apples & Oranges, Bruno's Palace, Make Me Beauty Place, Touch of Glamour, and Bobby's Signature. The Darling brand, a key brand in hair extension products on the continent, has strong presence at salons and is a preferred brand by hair stylists. Modern Hair & Beauty (formerly Wella SA) distributes the products of multiple brands such as System Professional, Sebastian Professional, Kadus Professional, and Nioxin.
Many beauty salon chains also have their own chain of beauty and cosmetics products. Popular professional hair serums available are It's A 10 Miracle Styling Serum & Hair Styling Products, Phyto Phytolisse Ultra-Glossing Finishing Serum, Phyto Phytocyane Revitalizing Serum, and TIGI Bed Head Control Freak Serum.
Growing use of online channel by brands
E-commerce is growing in South Africa. The number of Internet users in the country has grown substantially over the years and e-retailers are looking to tap into this consumer segment. Business to consumer's web portals operate orders on nationwide basis in many of the East African countries, and register nearly 1,000 orders per day in certain territories.
The online channel is expected to develop significantly over the next five years, fueled by the emerging middle-class population. Africa's middle-class population is growing in number and financial strength. Also, by 2050, almost 50% of the continent is expected to have access to the Internet and online shopping will grow to account for at least 11% of retail sales. Jumia, a Nigeria-based online retailer, is one of the key players in the e-commerce business.
E-commerce platforms such as Mall For Africa connect the region's customers with global brands. Such platforms serve as a conduit for customers to access more than 150 global brands. Most of its customers prefer purchasing US and UK based brands. Mall For Africa has also created an MFA WebCard that can be loaded with US dollars to function like a debit card in order to simplify the e-commerce experience of its customers.
Leveraging social media platforms
“Social media marketing is being implemented extensively by almost every company to ensure enhanced product visibility,” says Brijesh. Facebook, Twitter, LinkedIn, Google+, WhatsApp, and YouTube are the most powerful social media platforms. L'Oréal launched its campaign named LoveMyColor in 2016 through a microsite LoveMyColor.com. This campaign was designed to relaunch the company's Dark and Lovely Fade Resist hair color brand for black women. The campaign is also featured on Instagram, Facebook, Pinterest, Twitter, and YouTube.
In 2016, P&G, under its My Black is Beautiful initiative launched the hair truth campaign, a community building program aimed at educating consumers with curly hair or African hair. The campaign unites the P&G brands Pantene, Head & Shoulder, Herbal Essences, and Aussie. The program features five informative webisodes and includes educational components on social media.
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