At the CEW France Journée de la Beauté, Stéphanie Gazel, Creative Director of Gazel Studio, offered an in-depth look at the cosmetics potential of the African continent. This was an opportunity to highlight the demographic, industrial and cultural dynamics of a fast-growing market.
“Algeria, Morocco, Tunisia, Egypt, Côte d’Ivoire, Ghana, Nigeria and Cameroon are all showing growth, very often in double digits and above 20%,” explains the expert in her introduction. “Behind these increases are various factors, such as inflation, but also dynamic demographics, galloping urbanization and an emerging middle class that is increasingly attracting investors.”
The continent is also undergoing an industrial transformation. “What we’ve seen in recent years is the development of local processing capacities,” notes Stéphanie Gazel, citing biopharmaceuticals in Senegal, nanotechnologies in Tanzania and automotive and textile subcontracting in Ethiopia.
Economic prospects are not the only driving force. The increasing role of women is also hailed. “We have six African countries among the top 20 in terms of female representation in parliament,” she recalls, while emphasizing the direct impact of this dynamic on beauty consumption. “Women are driving cosmetics sales.”
A young, connected continent
Today, Africa is the world’s youngest continent. By 2050, it will account for a quarter of the world’s population. “Half of this quarter will be under the age of 25,” says Stéphanie Gazel. These young people are urban, digital natives, highly connected and open to the world, representing a strategic opportunity …
