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22—Vanguard, WEDNESDAY, FEBRUARY 21, 2018
Hair & beauty market: Local and foreign
brands battle for supremacy
Stories by
Princewill Ekwujuru
Local and foreign
manufacturers in the hair
and beauty segment of
the market are locked in
supremacy battle for market
share.
The battle for the market share
is in the shampoo, conditioner
and oil sub-sector of the market.
The local brands competing
against foreign brands include,
Natures Gentle Touch,
manufactured by Recare Nigeria,
a multinational with local
presence in Nigeria; Venus
hair care range, manufactured
by PZ Cussons, Promaxx,
produced by Global Industries
Limited; Topklass
manufactured by VIP
Industries Limited; Vinoz,
produced by Vintage
Industries Limited; Morning
star, manufactured by M. S
Industries Nigeria; Apple
Beauty shampoo, produced by
N.N. Fems Industries,
Soulmate, manufactured by
Soulmate Industries Limited and
others.
The foreign hair and beauty
brands jostling for market share
against local brands are, Dark
and Lovely, Argan oil
shampoo, Lemon sage, Nexxus,
Vo5 Herbal Escape hair
shampoo and conditioner,
Shea butter moisturizing cream
shampoo, and Revlon.
The battle for supremacy is
reflected in products
segmentation, competitive
pricing and attractive packaging
by the manufacturers, aimed at
expanding their market reach in
a bid to leverage market growth.
Another step taken by the
producers to grow the market is,
offering of products in different
pack sizes and plastic
containers, therefore widening
consumer choices across different
price ranges.
Vanguard Companies
Markets, C&M findings
revealed that investment in
infrastructure by the
multinationals with local
presence in Nigeria, increasing
population, craze for beautiful,
neat and fashionable hair have
been identified as factors driving
growth in the industry.
The manufacturers are
considering Nigeria as one of
their major markets primarily
due to the huge population and
market size, which they see as
attractive and ready-made for
their products.
C&M discovered that most of
the brands come with shampoo,
conditioners and oil, which
makes it difficult for a consumer
to buy the products differently.
C&M also noted that the
distribution system employed by
the manufacturers is not different
from the direct supply approach
deployed by other product
owners to reach their target
audience.
Consumers speak
Findings by C&M in various
markets and hair dressers in
parts of Lagos, Ogun, Imo ,
Anambra and Enugu States
showed that consumers were
divergent in their views, but
majority of them preferred
Natures Gentle Touch,
Promaxx, Salvon, Topklass,
Dark and Lovely, Nexxus and
Soulmate.
A consumer, Yemisi
Awosanya, indicated preference
for Topklass, saying, “It
gives me the kind of soft and
tiny hair I want.”
Ms. Ifeoma Oji, a hairdresser
who plies her trader at Iyana-
Isasi, Lagos said: “Most
customers who come here use
Promaxx, Salvon or Natures
Gentle Touch, this also depends
on scull and skin type. People
also go for these products
because of their quality. “
Another hair dresser, Francisca
Ochonogor, whose shop is
located at Isolo, Lagos, said:
“All these products are of good
quality, particularly Dark and
Lovely, Argan oil shampoo,
Venus and Natures Gentle
Touch. Ochonogor who
refused to mention brand names
stated: “The challenge with
some of the products is that
consumers complain of burns
after use.” According to Mrs
Abisola Olarotimi, Chief
Executive Officer of Ultimate
Shampoo, Iyana-Iba market,
Lagos State, said: Topklass
hair shampoo is the most popular
shampoo among consumers. It
is widely used in salons; I
often use the product because it
repairs hair and makes it soft,
although I also make use of
Promaxx shampoo whenever I
run out of Topklass.”
From there you
will find the
right shampoo
and conditioner
for your hair
type. For fine
hair, use a
product that
won’t weigh the
hair down, but
give it strength
and volume
Ogbodo Ifeoma, a hairstylist at
Jessica’s Unisex salon at Festac
Town, Lagos State, said:
“Topklass shampoo is the best
so far, it softens hair and makes
it shiny. When used on clients’
hair, it makes the hair shiny
and it is affordable.
Expert speaks
According to a hair expert,
Josephine Oke, who runs a hair
clinic in Surulere, Lagos, said:
“Washing our hair is
something most of us do without
thinking twice about it. It’s just
part of our daily routine. It
might not be as simple as we
thought. As it turns out, the
way you wash your hair can be
the difference between a good
hair day and a bad one.”
“After doing hair for 15 years, I
find most people still have a hard
time with this very fundamental
task. The first step is
figuring out what type of hair
you have. Do a test and see if
the diameter of your hair is
smaller than a quarter. That
means you have fine hair. And a
quarter or more means you have
medium to thick hair,” said Oke.
“From there you will find the
right shampoo and conditioner
for your hair type. For fine hair,
use a product that won’t weigh
the hair down, but give it strength
and volume.
Fine hair has 50 percent less
protein than medium or thick
hair, which means it’s weak and
needs to be strengthened. For
medium to thick hair, look for a
product with moisture that will
soften the texture,” she pointed
out.
Friesland’s Peak milk gets HS boss nod
Friesland WAMCO Capina,
manufacturers of Peak Milk
has been commended by the
Chairman/CEO of HS Media,
owners of Hotsports Nigeria
Limited, Mr. Taye Ige for
equipping the Nigeria
Paralympics training centre at
the National stadium in Lagos.
The HS boss, while praising the
company for turning the once
upon a time, dilapidated Power
Gymnasium complex at the
National Stadium, Surulere to
a world class training facility
said: “This transformation
shows WAMCO’s kindness.”
Speaking, the HS boss said he
complex which was equipped
with the best and latest training
equipments to challenge the
Nigerian Paralympics’ team to
achieve more remains one of
several interventions by
Friesland WAMCO.
Celebrating the success story
with the company, Chairman/
CEO of HS Media, owners of
PwC emerges top in Global Brand Index
PwC has emerged one of
the top 50 brands worldwide
in the professional services
sector, in the annual Brand
Finance Global 500.
The Global 500 is a list of the
strongest and most valuable
brands world-wide, with top
positions dominated by the
technology sector.
The report assesses
organisations across two main
categories - the strength, and the
value of their brand. The brand
NIMN calls
for
establishment
of Marketing
Ministry
Marketing practitioners,
under the aegis of the
National Institute of Marketing
of Nigeria (NIMN), have
stressed the need for the
federal government to create a
Ministry of Marketing that
would enable it effectively
prosecute its rebranding
Nigeria project.
The institute also elected new
First and Second Vice
Presidents and two executive
members to support other
council members in the
running of the institute’s
affairs.
Speaking at the institute’s
Annual Marketing Summit/
Annual General Meeting in
Abuja, over the weekend, the
institute’s president and
chairman of Council, Mr. Tony
Agenmonmen, stated that such
ministry had become
imperative since professionals
were needed by the
government in its bid to
reposition Nigeria.
To achieve this, the NIMN
boss counselled, the federal
government should set up a
marketing team, Team
Marketing Nigeria, comprising
marketing and marketing
communications experts in the
private sector and
knowledgeable people in
government, which will be
responsible for the strategic
design of the new marketing
Ministry of Marketing.
Agenmonmen also argued
that the new ministry could
serve as a replacement of the
current Ministry of
Information, National
Orientation and other
government ministries and
agencies, believed not to be
helping the rebranding
Nigeria cause.
Giving reasons for the
institute’s decision to tag this
year’s edition of the marketing
Summit, Marketing Nigeria,
Agenmonmen explained that it
was borne out of the need to
enable marketing professionals
join other stakeholders in the
task of repositioning brand
Nigeria.
HotSports, Mr. Taye Ige said as
a company, they are happy to be
part of that success story,
initiated and financed by Peak
Milk.
strength is calculated using a
number of measures, including
marketing, brand perception and
business performance relative to
competitors. The strength score
feeds into the overall brand value
calculation.