L’Oreal partners with Jumia to push sales of top products

Jumia staff at work at their Arbor House office in  Nairobi. PHOTO | FILE
Jumia staff at work at their Arbor House office in Nairobi. PHOTO | FILE 

French cosmetics firm L’Oreal has entered into a partnership with online retailer Jumia, joining the list of corporates using the digital platform to grow their sales.

The deal will see Jumia carry Maybelline and Dark and Lovely, some of the top eye and hair care products from L’Oreal.

Both product lines are available on the portal that allows users to place their orders, pay on delivery or via mobile money, online banking and credit card.

The multinational said it is looking to cash in on the rising uptake of online shopping by the rich and middle class in the country.

The move comes only weeks after mobile device companies Wiko and Microsoft announced similar deals with the online retailer to push sales of their products.

“Maybelline New York is now partnering with Jumia to allow women across Kenya to enjoy the quality of authentic Maybelline New York products at the convenience of their homes,” read the statement from the retailer.

Maybelline first hit the Kenyan market in 2012 through a franchise agreement with Nakumatt that saw L’Oreal have mini department stores for the products in some of the supermarkets’ branches.

The deal with Jumia marks the latest activity in the Kenyan market by L’Oreal which in 2013 acquired the cosmetics division of Nice & Lovely.

The multinational said it sold 40 million units of skincare, cosmetics, hair care, hair colour and hair styling products in 2013 compared to two million products in 2012 when it only sold its Dark and Lovely brands in the Kenyan market.