Beauty and Personal Care in Sub-Saharan Africa: Beauty as a Status Claim

In Sub-Saharan Africa, the market for mass beauty and personal care products is bigger than the premium market and registering strong growth. A lot of international premium brands have a presence in countries such as Angola, Cameroon, Ivory Coast, Ethiopia, Nigeria and Ghana to name a few, although their product offering might be limited relative to more developed markets. Consumers in these markets – especially the younger generation of consumers – spend on beauty and personal care and fashion and lifestyle products once they join the labour force to show their newly acquired success and status. It’s a way to show they have arrived in life and have a better standard of living than the previous generations. Social media and celebrity culture has a major influence on purchasing patterns – especially in countries such as Nigeria and Angola.