Agenda-setting intelligence, analysis and advice for the global fashion community.
In the coming weeks, West Africa’s
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Global lines like MAC Cosmetics and Tom Ford have spent the past decade laying the groundwork and solidifying their distribution channels. Now, they’re attempting to create marketing activations to drive sales and boost brand awareness across the region — but cultural nuances mean a more specialised approach is needed.
Across the continent, a handful of nascent brands are attempting to kickstart the continent’s own niche perfume moment. Success will take mastery of retail, e-commerce and branding across borders.
These immersive events have become an important tool for educating, engaging and selling products directly to beauty consumers across the continent, offering a way for global brands to connect more directly and with more authority.
Ezreen Benissan is a contributing writer at The Business of Fashion. Based in London, Benissan writes about Africa's fashion and beauty industry.
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