Consumer goods maker, Unilever, is expanding its personal care segment in Kenya and the regional market as part of its global strategy to diversify its business.
The company, which has recently introduced two hair care brands in East Africa, is betting on improving economic growth in Kenya and the region to expand its market share. Globally, the Anglo-Dutch consumer goods manufacturer has been in the hair business through the Tresemme and Sunsilk products. In East Africa, it has introduced TCB and Motions hair products.
“The opportunity for hair is growing in Kenya and East Africa,” says Ms Debra Mallowah, Unilever’s Vice President for Africa in charge of the Personal Care division. “African women view their hair as the crown and they need solutions to their hair problems.”
She said women form a significant part of Unilever’s customer segment as they control personal care shopping in most households. She said that besides changing income status due to improving economic fortunes in the region, women still form are an influential constituency in the personal care market, which accounts for 37 per cent of the company’s overall global turnover.
“There is no doubt that personal care is the next big thing globally and in the region, with the ever rising population and changing income status... East Africa alone has 142 million people,” said Ms Mallowah. As part of the shifting strategy, the global giant recently acquired Camay and Zest soap brands from Procter & Gamble and is already eyeing the purchase of British premium brand, REN Skincare.
