NIGERIA – BASF, the leading German chemicals company officially opened its new application technology laboratory for personal care in Lagos, Nigeria to focus on solutions for the specific needs of the African hair and skin.
Through BASF’s Care Creations, the company says that the establishment of local competence in application and formulation technology at the facility will enable it to strategically focus on local technical service for African hair and skin care applications throughout sub-Saharan Africa.
The company has also announced the strengthening of its network of local expertise in marketing and sales in the region, where the company has adopted a synergistic service approach comprising marketing, application technology and sales.
“Customized solutions meeting the specific requirements of consumers in different markets are key for business growth. With our broadened presence and the investment in a new Application Laboratory in sub-Saharan Africa, we can provide on-site technical expertise and market insights to our customers and support the local development of tailor-made products for the specific needs of African hair and skin,” said Dirk Mampe, Vice President Business Management Personal Care Solutions Europe.
Hair and skin and thus consumers’ personal care regimens vary widely across regions, says BASF, necessitating tailored cosmetic products.
The new state-of-the-art facility is designed to offer formulation support and, based on BASF’s deep global expertise in hair and skin care performance testing, to expand and develop consumer-relevant claim support for the needs of consumers in sub-Saharan Africa.
The laboratory is part of BASF’s new regional headquarter for West Africa which was commissioned in Lagos in October last year.
As one of the fastest-growing beauty markets in sub-Saharan Africa, Nigeria is well-suited as a regional hub for BASF’s personal care business, the company says.
“The expansion of BASF’s operations in West Africa, including the opening of this new Personal Care Application Laboratory, clearly demonstrates BASF’s commitment to West Africa and the confidence we have in Nigeria and the whole region,” said Jean Marc Ricca, Managing Director for BASF West Africa.
Being at the pulse of the sub-Saharan African personal care market, the local BASF team will support customers in the creation of both hair and skin care applications for African consumers to answer specific needs and trends.
The natural African hair is more difficult to comb through and prone to breakage, necessitating a tailored care regimen to maintain healthy hair, notes BASF.
Popular styles across the continent such as natural afro hair, chemically-relaxed hair, dreadlocked hair and the usage of styling tools, e.g. flat irons, also call for specialty products.