BASF is expanding its presence in the personal care industry in sub-Saharan Africa. The company strengthens its network of local expertise in marketing, research and sales and announced the official opening of a state-of-the-art application laboratory in Nigeria at the beginning of 2019.
‘The sub-Saharan African personal care market is growing fast and holds great potential. With our increased presence in the region, we can be more responsive to the market and serve individual customer needs. Being close to our customers, we aim to become their preferred partner for personal care in sub-Saharan Africa,’ says Dirk Mampe, vice president Personal Care Solutions Europe.
Strengthened network of local expertise
The application laboratory for personal care will be an integral part of BASF’s new regional headquarter for West Africa which was officially commissioned today. Located in Nigeria, one of the fastest growing beauty markets in the region, the laboratory will serve the needs of the personal care industry across all countries in sub-Saharan Africa. With the establishment of local competence in application and formulation technology, BASF intends to broaden its technical service for Ethnic African hair and skin care applications. At the same time, BASF strengthens its local sales force and its network of distributors. With a synergistic service approach comprising application technology, marketing and sales, BASF will increase its agility and responsiveness towards the market.