When you are one of the leading cosmetics companies in the world you cannot rest on your laurels. Despite performing ahead of the market and expanding its operations to compete in Asia-Pacific and Central and Latin America, L’Oréal has also turned its attention to Sub-Saharan Africa; another growth market. L’Oréal Professionel focused its attention towards the Middle East and Africa ad growth projections reveal improved prospects. Oru Mohiuddin, senior analyst at Euromonitor, predicts the French Giant’s acquisition of Interconsumer Products Ltd (ICP), the largest local manifacturer of beauty products in Kenya, and this is a good move couse due to this, L’Oréal will be able to access an already estabilished R&D centre dedicated to Sub-Saharian beauty nedds, benefit from ICP’s infrastructure allowing for deeper market penetration, and expand its bran portfolio along ethnic lines.

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