Kenya has potential to become personal care industry hub

Since the Austrian scholar Joseph Schumpeter identified innovation as a disruptive economic force over six decades ago, the concept has acquired great significance in business.

Firms globally have since embraced innovation as the cornerstone of their competition strategy. With consumers becoming more demanding and sophisticated, innovation has truly become the paramount differentiator between businesses. Innovation can be simply defined as new ideas or creative ways of doing things and conducting business. Talking innovation is however the easy part; leveraging its influence to keep up with ever-changing consumer demands and expectations requires hard work. Innovation has emerged as a key parameter in the personal care and beauty industry where consumer expectations are in constant flux.