Cosmetics in Nigeria

 

Religion

Impact on Cosmetics-Islam’s effects

- Cosmetics appropriate in “certain situations”

Education and Language

• Only 16.5% complete secondary education

• Literacy Rate: 75.6% male/ 60.6% female

• Official Business Language: English

Income and Population

• Population: 128,771,988• 60% of the population lives below the poverty

line• Median age: 18.5 years old• GDP per capita is $1,000 ($40,000 less than

USA)

Media

• Radio- 36 FM Stations and & 87 AM Stations

• Television- 3 channels (2 state operated)

• Newspaper/Magazines

Shopping Habits

• Trading Culture• Cash is king (Naira)• Higher shopping frequency than Americans• Cosmetics are luxury; shop by necessity• Income plays a role

Retail Outlets

• Supermarkets: 5%

• Convenience stores: 40%

• Traditional: 55%

Cosmetic Shopping

Lower Income• Traditional /

convenience• Happy to own• Buy for

immediate future

Middle/Upper IncomeSupermarket• Higher-quality /

Latest fashions• Wear around or

outside home• Nice Collections

Cultural Themes

• Bright colors

• Women wear make-up post graduation or dating

Market Segments

• Over 250 ethnic groups

• Post graduate women – Urban

• 22-50 years old

Interview Analysis

• Role of Cosmetics

• Social Implications

• Target Audience Identified

• Benefits of Make-Up

• Popular Shades

• Major Retailers

Does Cosmetics play a Major Role in the Life of Nigerian Women?

Answer lies in the Eye of the Beholder

Role of Cosmetics

• “The role of Cosmetics in Nigeria is the same everywhere, people want to look good so they wear makeup”

-Kaine

• “It really don’t play a big role”- Ese

Social Implications

• Out of Control

• Loose

• Arrogant

• Beautiful

• Mature

• Fashionable

Target Audience

• Women (22-50 years of age)

• Out of School (Post college)

• Middle Class

Benefits

• Beauty Enhancing

• Ritual Purposes

Popular Colors

• Red

• Black

Where Can Cosmetics Be Purchased?

• Small In-Town Shops

• Limited Selection

• Only Accepts Cash (Naira)

• Pharmacies

• Wide Selection

• Family Owned

Marketing Strategy

• Product • Place

• Price

• Promotion

Product

• Lipstick (shades of red, pink, and black)• Eye Liner (black and brown)• Eye Shadow (Bright colors and Earth-tones)• Foundation (match skin tones)• Rouge

Price

• Price Penetration-Appeal to lower and higher income Women

• Moderately Priced

Place

• Multiple distribution channels• Pharmacies • primary location• Nail and Beauty salons• Sales team

Promotion

• Sales Team

• Radio Ads

• In-Store Promotion

Strategy Effectiveness

• Customer focused

• Monitor trends

• Evaluate

Recommendations

• Many Distribution Channelso Pharmacieso Salonso Sales Force

• Competitive Pricing

• Advertising

Works Cited

• "Education in Nigeria." Online Nigeria. 28 Feb. 2006. Online Nigeria Daily News. 28 Feb. 2006 <www.onlinenigeria.com/education>.

• Evbuomwan, Ese. Telephone interview. 3 Mar. 2006.

• "Nigeria." CIA- The World Factbook. 20 Feb. 2006 <www.cia.gov>.

Works Cited

• Nigeria Retail Food Sector Report." 18 Dec. 2003. 24 Feb. 2006 <www.fas.usda.gov>.

• Okonkwo, Osinanna, "Henry". E-mail interview. 2 Mar. 2006.

• Ross, Heather. "Beautifying Oneself and Islam." 28 Feb. 2006 <www.ummah.com/islam/beauty1.html>.

• Teme, Kaine. Online interview. 2 Mar. 2006. • "Toyin's Nigeria Shopping Tips." Virtual Tourist. 24

Feb. 2006 <www.virtualtourist.com>.