L’Oréal Professional Paris, the world’s No. 1 beauty brand, has partnered with professional hair stylists in Kenya to officially release its newest range of natural hair care products in Kenya. L’Oréal Professional’s Series Expert Curl Expression, natural hair care range is the first ever co-developed with curl Experts in 4 different countries, targeted at the country’s youthful population popularly referred to as Gen Z – who are driving significant demand in the market.
“From our research, consumers feel that the market does not dedicate the same level of intensity to natural hair as it does relaxed textures. There is an appetite for proudly African hair care products which we seek to tap into to elevate the hugely potential natural hair space by working with stylists who want to practise their theoretical knowledge, upscale their businesses, and gain credibility,” said Viola Awiti, L’Oréal Professional Products business unit head in Kenya.The “Haircare Market in Africa by Product and Geography – Forecast and Analysis 2022-2026” report by Technavio identifies the market to observe an incremental growth of USD 994.06 million between 2021 and 2026, expanding at a CAGR of 6.35% during the forecast period. The report provides a comprehensive analysis of recent developments, new product launches, major revenue-generating segments, and market behavior across geographies. Kenya, Nigeria and South Africa are listed among key markets for haircare markets with key market segments driving the growth of the haircare market on the continent including Shampoo, Conditioner, Hair color and Hairstyling products. L’Oréal Professional Paris says high-end stylists offering premium product range and with an online presence will be enlisted in this educational campaign.
“Hair care is our number 1 priority. Launch of this product range has been informed by a rise in health concerns over the use of chemicals, especially among the Gen Zs – the curliest generation who are more inclined toward the use of natural hair care products,” she added during the launch in Nairobi.According to L’Oréal, 61 percent of Generation Zs- those born between the 1990s and 2010s prefer natural hair care products. The range is made for all types of curls -moisturizes strengthens and reinvigorates bounce in these hair strands.