Beauty In Sub-Saharan Africa

March 2014

L’Oréal pursues its growth strategy in Sub-Saharan Africa building on its expertise in geocosmetics

Clichy, 4 March 2014 – Leveraging 25 years of research and innovation on African hair, L’Oréal is pursuing its strategy of reaching new consumers in Sub-Saharan Africa.

Initial studies carried out by the Group in the late 1980s identified the physical and biological characteristics of African hair that explain its great fragility. To build on this knowledge, the Group opened “The L’Oréal Institute for Ethnic Hair and Skin Research” in the United States in 2003, the first centre entirely dedicated to studying ethnic skin and hair. Additionally, a centre in South Africa enables the group to evaluate formulas for the specific needs of consumers in the region.

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