ABSTRACT
Since 2009, Estée Lauder, the US cosmetics giant, has widened its presence in subSaharan Africa, entering new markets and expanding its product portfolio. In the last five years, the company has made forays into Nigeria, Kenya, Ghana, and Côte d’Ivoire. After decades of doing business in South Africa and its neighbouring countries, in 2014, the company operates in a total of 14 markets on the continent. In Kenya for instance, Estée Lauder first launched a range of products in 2011. In October 2014, it partnered with a local entrepreneur to open in Nairobi the first cosmetics outlet in East Africa. Estée Lauder is focusing on cities with the biggest growth potential, and has identified key locations such as Lagos, Abuja and Port
Harcourt in Nigeria, as well as the capitals of Ghana, Kenya, Tanzania, Mozambique and Angola. “It is a fantastic opportunity to be able to launch new brands in new markets, to build those brands and to bring new consumers into those brands. Across the globe there aren’t that many markets that are left to launch,” says Sue Fox, managing director for Estée Lauder in the sub-Saharan region.2
