The rise of A beauty (2/2)

Aminata Thior, Diara Ndiaye and Kelly Njike, in the studio at RFI for So we say what.

© Beverly Santu/RFI

By: Diara Ndiaye Follow

1 min

K-Beauty for cosmetics, K-Pop for the world of music.

South Korea has established itself worldwide in recent years as a heavyweight in these sectors.

The land of the morning calm has recently established itself as the world's third largest exporter of cosmetics after France and the United States.

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Africa has not said its last word, and aims to impose itself on the world stage of cosmetics. Among the largest beauty and cosmetics markets, French-speaking sub-Saharan Africa is in the making, according to a report published at the end of 2020 by Setalmaa, Agence de Conseil et d'Études. These are 335 million consumers constituting a growing middle class. Evidenced by the 9 billion euros in turnover in Senegal, Côte d'Ivoire and Cameroon estimated in 3 years. A market that is largely under-exploited in many countries but where now, virulent marketing strategies are put in place to reverse this trend.

How are African cosmetics brands represented in the international market?

What trends for the next few years?

How to identify consumption habits in French-speaking Africa?

What are consumers' expectations and how can they be met?

Guests:

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founder of Setalmaa, Consulting and Specialized Studies Agency

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 founder of Melayci, a cosmetics brand.

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