Africa, Orient, Pacific
€862 million of consolidated sales
5.3% of group cosmetics sales
South Africa
SoftSheen·Carson is the leading brand in the South African haircare market for products dedicated to African hair. In 2008, it further strengthened its position and grew by +28%, confirming its central role in the group’s overall success in the country. The flagship franchise, Dark & Lovely, has been voted the preferred haircare brand by South Africans.
South Africa
As nine out of ten South African women relax their hair, they need the appropriate daily haircare products. SoftSheen·Carson offers Optimum Care, an upmarket high-tech range of relaxers and hairecare products for breaking hair.
South Africa
A further key to its success is SoftSheen·Carson’s excellent brand image among professionals, due to locally available training programmes that have been running for several years. Nearly 50,000 hairdressers are trained each year in the brand’s Academies or by a travelling team.
Egypt
In November 2008, L’Oréal made a strategic advance by opening a multidivisional subsidiary in Egypt. The group aims to introduce L’Oréal Professionel and Kérastase brands in the leading hair salons and launch L’Oréal Paris and Garnier for the mass market.
South Africa
In September, women consumers discovered Even & Matte—the new Garnier range of facial care products. Specially developed for black skin, it helps to obtain a more even complexion and reduce shine.
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