Procter and Gamble enters cosmetics market

Corporate News

CFC Stanbic East Africa regional head Mike Blades (left) during a Corporate Council on Africa Mission meeting at the InterContinental Hotel in Nairobi last week. The American agency promotes trade between US and the continent. Photo/Diana Ngila 

 

By EVELYN SITUMA

In Summary

• P&G’s decision to launch the cosmetic brands of deodorants, beauty soap, body lotion and fragrance is informed by an in-house research that showed “a gap” in the Sh100 billion market.
• P&G already sells the Gillette, Always, Pampers, Ariel, Head & Shoulders and Duracell brands in the Kenyan market.

Global consumer goods maker Procter and Gamble (P&G) has launched a range of mass-market beauty products, targeting a slice of the local multi-billion shilling cosmetics industry.

 

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P&G on Tuesday unveiled the Camay cosmetic brands, entering a turf currently dominated by Unilever, Cussons PZ and L’Oreal.

P&G’s decision to launch the cosmetic brands of deodorants, beauty soap, body lotion and fragrance is informed by an in-house research that showed “a gap” in the Sh100 billion market.

P&G already sells the Gillette, Always, Pampers, Ariel, Head & Shoulders and Duracell brands in the Kenyan market.

Camay’s launch in Kenya becomes the first in Sub-Saharan Africa.  P&G first unveiled the brands in Egypt in the early 1980s.

“The Camay launch is our first truly Sub-Saharan beauty care launch as we are launching a whole range of products,” said Victoria Kieti Chesire, the Camay brand manager.

The global beauty firm says it’s targeting consumers whose lives were yet to be touched by its female beauty range of products. “We want to help the Kenyan women to feel better and more confident, this product will enhance this process,” said Ms Chesire.

Camay product range is distributed by Hasbah Kenya. The products will be available in retail stores across the country.

“Pricing is at the discretion of the retailer. But for the soap it will be between Sh50 and Sh100 depending on the size, deodorant roll on will sell for Sh270, spray will be Sh290, while the body lotion will be sold for between Sh180 and Sh350 depending on the size (100ml and 250ml),” said Ms Chesire.