Unilever relaunches Lux soap into Nigerian market

07-Apr-2015 - Last updated on 08-Apr-2015 at 10:11 GMT

In a move which confirms brands are responding to the beauty category’s potential in the country, consumer goods giant Unilever has relaunched its Lux personal care brand in Nigeria.

Unilever is considered by some commentators to have lost the lead it once held in Nigeria’s soap segment, and the relaunch looks like a move to reassert itself in a country which has been tipped for strong beauty growth.

Speaking at the launch held in Lagos, marketing director, Unilever, David Okeme, said: "Lux is a brand that is 90 years in the making, and had served Nigerian women for the better part of their lives.

“We believe for such long years of existence, it is important for us to continue to renew it so that it would stay relevant to Nigerian women.”

Nigerian beauty on the rise

Euromonitor’s most recent data on the country’s beauty market observes conditions are ripe for strong beauty growth in Nigeria.

“Coupled with good population growth, particularly of the young population, the Nigerian market has plenty of scope to grow, particularly in terms of new exciting products,” the firm’s analysts note.

“As part of a fast-growing middle class in the country, young people, who are more westernised through media exposure, are expected to drive demand in the beauty and personal care market,” they state.

A string of major brands, including L’Oreal, MAC Cosmetics, Clinque and House of Tara, have all voiced commitment to investment and expansion in the lucrative region.

"The potential of Africa, we believe, is extremely positive, and we wouldn't be entering unless we believe that there was long term sustainable growth," House of Tara’s regional managing director, Sue Fox, has said.

Recent turnaround

The Lux relaunch is another instance of brands tapping into a market which has been on the up since 2012, when an unusually strong year of growth as compared to years preceding it awakened brands to the opportunities developing there.

Analysts at MarketResearch.com note that the growth seen that year resulted from “increased urbanisation, which has an impact on awareness, and growing incomes of women particularly as there is an increase in formal employment for women.”

These key trends of increased urbanisation and incomes are continuing in the region, and further bolstering the growth and potential of the beauty category – and, as in the case of Unilever’s Lux relaunch, savvy brands are now mobilising to take advantage.