Design Essentials, which is owned by McBride Research Laboratories (MRL), said it is joining brands such as L'Oréal and Soft Sheen Carson, which have sought to establish a presence in Nigeria, which considered one of the emerging “MINT" (Mexico, Indonesia, Nigeria and Turkey) markets for increased consumption in beauty, fashion and luxury.
A recent excursion to Nigeria by executives from MRL served to assess the viability of entry into this emerging market. While in the region, MRL CEO Cornell McBride, Sr. discovered more about the landscape of beauty and the demand for Western hair care products and hairstyling trends that are driving the product choices of women in the country.
During his trip, McBride was invited to appear on CNBC Africa to weigh in on his interest in expansion and how Design Essentials will contribute to the country.
McBride Research Laboratories is partnering with local business developers Compass Consulting to provide direction on launching into the market. Design Essentials said it seeks to replicate its strategy of partnering first with the salon professional and establishing a network of entrepreneurial distributors who supply the products to individual territories.
Both the Design Essentials Salon System as well as the Design Essentials Natural line are being earmarked for rollout in this market. While the natural hair movement is not as pronounced as in the US there is evidence of increased interest in women wearing their hair in its natural state, which will require styling and educational efforts from the stylist community, according to the company.
You can see Cornell McBride on CNBC Africa by clicking here.