Serving the fast-growing beauty market in sub-Saharan Africa from a distance is not enough for BASF. Instead, by strengthening its local network in marketing and sales as well as opening a new application technology laboratory for personal care in Lagos, Nigeria, BASF is moving closer to its customers.
As leading ingredient supplier in the personal care industry, only relying on established, successful structures is not enough for BASF. With its expanded market presence and the recently commissioned application technology laboratory in Lagos, Nigeria, BASF is strengthening its partnership with customers in sub-Saharan Africa. "We want to be close to our customers," says Dr. Dirk Mampe, Vice President Business Management Personal Care Solutions Europe, about BASF’s motivation to expand its presence in Africa.
The personal care market in sub-Saharan Africa "is growing fast and holds great potential," explains Mampe. At the same time, the local sub-Saharan African market has unique demands and consumer needs. With the new application technology laboratory in Nigeria, BASF now offers its customers local support in developing formulations that meet the requirements of African consumers.
Besides customized formulation support for the unique needs of African hair and skin, BASF offers also ingredients such as Phytosoothe® for hair care or Dermawhite® for skin care, which are specifically suited to the needs of this market. Thanks to the local competence team, interacting closely with the globally established network of application technology laboratories, BASF is developing customized solutions for the African market and increases its responsiveness to customer demands.
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