Kenya: L’Oreal Starts Direct Sales To City Salons

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Beauty and cosmetics firm L’Oreal East Africa has brought in a professional product line dubbed Mizani targeting salons and hair technicians.

The Mizani range of products was previously imported by specific salons for their own use but are now available officially from L’Oreal.

“The brand was initially brought in by our partners, but will now be officially in the market with L’Oreal,” said Benjamin Rachow, the country general manager L’Oreal Kenya.

The Mizani range is formulated for textured hair, the category in which African hair falls, adding to Dark and Lovely, which has been under L’Oreal locally since 2010.

Last month, the cosmetic giant launched Mixa, a range of beauty products for sensitive skin in the market as it looks to grow its brand portfolio in the country.

L’Oreal, in 2013 purchased InterConsumer Products—makers of Nice and Lovely products— targeting Kenya’s fast-growing lower end of the market where it had no presence.

Since then, the company through local distibutors and outlets has grown its brands including Maybelline, Garnier, Mixa, Lancôme, Vichy, Nice and Lovely and Versman among others.

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