Companies

L’Oreal introduces US makeup brands Maybelline in Kenya

BEAUTY

Models pose with hair products launched by L’Oreal East Africa – a subsidiary of L’Oreal Group in Nairobi. PHOTO

Summary

  • L’Oréal has been keen on capturing the middle class market both in Kenya and abroad through buyouts.
  • The French cosmetics company acquired Maybelline, a US cosmetics company, in 1996 to gain access to the big American middle class.

French cosmetics multinational L’Oréal has introduced in the Kenyan market a new range of beauty products that are named after its US based affiliate, Maybelline.

The beauty brands, Maybelline New York Lip balm, Mascara, eyeliner and face powder started selling quietly in the market early this year.

L’Oréal has been keen on capturing the middle class market both in Kenya and abroad through buyouts. The French cosmetics company acquired Maybelline, a US cosmetics company, in 1996 to gain access to the big American middle class.

Maybelline New York, a family business, was at the time acquired for $660 million. In 2013, L’Oréal acquired Kenyan firm Nice & Lovely’s cosmetic arm which was owned by Interconsumer Products Limited for a reported Sh3 billion.

READ: L’Oreal reaps from Nice & Lovely buy

L’Oréal is at present running a face of Maybelline promotion on social media sites ahead of its official launch in Kenya in 2016. The company is seeking a Kenyan beauty that will be used as the face of the product in its advertising campaigns scheduled for next year.

“Our new face will get to enjoy all the glitz and glamour of an all-expenses paid trip to New York to shoot the campaign, with top makeup artists, including Muthoni Njoba,” writes Maybelline on its online promotion.

Ms Njoba was appointed as the lead brand ambassador and official makeup artist for Maybelline New York Kenya.

Already, hundreds of Kenyan women have uploaded their applications online and are running on the Maybelline Kenya website.

Maybelline products are being sold in outlets in Bondo, Kagio, Embu, Nairobi, Thika, Sagana and Runyenjes.

All re-sellers are listed on the site.