The Nation Newspaper

Category: Brand week

  • Why govt is yet to appoint APCON chair, by Abaribe

    The Federal Government has not appointed Chairman for the Advertising Practitioners Council of Nigeria (APCON) because no applicant has meet the requirements.

    Chairman, Senate Committee on Media and Publicity, Senator Enyinnaya Abaribe, said the government was constrained to make the appointment where there is no eligible applicant.

    He spoke during the Outdoor Advertising Association of Nigeria’s (OAAN) posters Awards in Lagos.

    The tenure of the Chairman of  the APCON, Mr. Lolu Akinwunmi, expired nine months ago.

    However, operators, who are expecting a successor, said the government may be too busy with other issues or that the APCON chair is not a ‘lucrative’ to attract pressure from politicians who would be interested on the replacement.

    The three-year tenure of the chairman of APCON expired on September 27, last year, and it is expected that the chairman would continue in office until the government appoints a new person.

    It was gathered that six names were forwarded to the minister of Information, the supervising minister of APCON, Mr. Labaran Maku,  from which, the government is expected to pick one, who must be a fellow of APCON.

    Abaribe revealed, however, that the most senior of the qualified candidates does not meet the criteria.

    It was gathered that the delay in the appointment of a cahir would affect the activities at the APCON.

  • OSMI promises sponsors, advertisers of delivery

    Optima Sports Management International (OSMI), the exclusive 2014 FIFA World Cup terrestrial broadcast rights owners in Nigeria, has promised advertisers and sponsors of returns on investment (ROI) if they partner with the firm for the World Cup matches broadcast on television and radio.

    OSMI signed an agreement with the Broadcasting Organisations of Nigeria (BON). With it, BON, through its network of radio and television stations, will broadcast the 64 matches of the World Cup free.

    OSMI Chief Executive Officer Mr. Rotimi Pedro said the collaboration would not only benefit sport-loving Nigerians, it will also provide a window of commercial opportunities for corporate organisations.

    “Our vision as a company is to make premium sports programmes available to the majority of Nigerians, without them paying for it. The forthcoming World Cup in Brazil will not be an exception. It doesn’t matter where an average Nigerian resides, we plan to make the World Cup matches available to him.

    “We also plan to deliver commercial value to corporate bodies who will partner with us on the broadcast. We would connect their brand messages, products and services with the target market all over the country. That’s why we are working with BON on this project. Through their network of stations, OSMI plans to reach about 32 million TV households in Nigeria and extend the World Cup experience farther into the rural centres through radio transmission. The dual media of radio and television will synergise to deliver ultimate value to the sponsors and advertisers seeking to be part of the biggest sport event in the world,” he said.

    Pedro added: “For the 2010 World Cup, OSMI’s partnership with BON network was ranked in the Top three in the global average audience per live match by channel rating. With an average of 14.9 million for each live match, the OSMI network beat many popular European, Middle East and Asian television networks.”

    BON Chairman Alhaji Abubakar Jijiwa praised OSMI for its initiative to beam the World Cup matches free.

    He assured the rights owner of his organisation’s readiness to partner with it, enjoining BON members to abide by the regulations under which FIFA granted OSMI the rights.

  • Building brands on celebs’ slippery image

    Building brands on celebs’ slippery image

    Despite their bad image, celebrities have continued to court mega bucks brand endorsement deals, writes ADEDEJI ADEMIGBUJI.

    Barely four hours after she was unveiled to the media as the Forte Oil Brand Ambassador at the Ladipo Mechanic Village, Lagos, on February 17, the news broke that singer Tiwa Savage was allegedly arrested in front of Eko Hotels and Suites, Victoria Island, for a traffic offence and insulting some policemen. The Mavin Records artiste was reported to have also removed a policeman’s cap and flung it away.

    Three months after, her glittering face still adorns Forte Oil billboards, while she  remains the face of the brand in television commercials, marketing activations to increase top-of-the-mind awareness for Forte Oil’s brands.

    Besides, she retains her ambassadorship of other brands, despite her alleged conduct in the public.

    There are many celebrities who have continued to court mega bucks’ brand endorsements, despite their behaviours that experts believe are enough to damage a brand’s essence and equity.

    But this is not often the case in international marketing when dealing with brand ambassadors. Several incidences that made global headlines had brought about sudden end to celebrity/brand relationship ambassadors. Ben Johnson gave up his 1988 Olympic gold medal and lost a $2.8 million deal with Italian sportswear maker Diadora. Former World heavyweight champion Mike Tyson lost millions of dollars when Pepsi cancelled its deal because his wife said he abused her. The non-acoholic gaint also let go of the endorsement deals it had with Magic Johnson, after he announced that he contracted HIV in 1991.

    Ronaldinho forfeited a multi-billion dollar Coca-Cola contract when he was caught drinking Pepsi.

    Although OJ Simpson was never convicted of the crime, Hertz most likely regretted that the main suspect in the Nicole Brown and Ron Goldman murder was once their biggest spokesman. Also, Nutella and McDonalds dropped their endorsement deals with Kobe Bryant when the basketball star was involved in a sexual assault case. Steroids helped Barry Bonds break records and also led to MasterCard, KFC and Charles Schwab cancelling deals with the slugger. Also, after the Woods sex scandal came out, AT&T, Accenture and Gatorade dropped their endorsement contracts with him.

    The luxury watch brand, Tag Heuer, stood by Woods for a while, but later ended their relationship with him.

    For indigenous brand endorsers, brand handlers often continue to engage the celebs, regardless of their unruly behaviours, marital crisis and sexual escapades, among other unprintable acts.

    For instance, since the collapse of Nollywood actress Kate Henshaw’s marriage with Mr. Roderick Nuttal, the Onga seasoning brand handlers have continued to sustain the brand deal with Henshaw against expectations that her Promasidor endorsement deal would be suspended. In addition, brands, such as Airtel Nigeria’s Got Talent, are still romancing the celeb to increase brand’s equity in the marketing industry.

    “There are strong indications that Ms. Henshaw is in danger of losing her endorsement contract with Promasidor,”  nigeriafilms.com said. Also, since Funke Akindele’s marriage crashed, more firms have continued to seek her signature on their brands just as she remains one of Glo’s strongest brand ambassadors.

    But, in developed countries, marriage break-ups, failing drug test, sex scandals and drunkenness are common among celebs. Such infractions are not treated with kid gloves by advertisers and their marketing strategists.

    “Major global brands love family-friendly images and they hate controversy. So, when their brand ambassadors get caught in something less than heroic, companies distance themselves as quickly as possible. Contracts are ended, ads are pulled, and the superstar finds out who their real friends are,” says a brand analyst in an FMCG.

    But with the emotional appeal, which celebrity endorsement offer brands to position against competition, to enhance patronage, three scholars from Covenant University, Okorie Nelson, Oyedepo Tunji and Akhidenor Gloria, in their research, ‘The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand Patronage,’ said many companies have suffered from the inconsistency in the professional popularity of the use of celebrities in endorsements.

    They said: “The celebrity may lose his or her popularity due to some lapses in professional performances.”

    The scholars also said multi-brand endorsements by the same celebrity, which usually lead to over exposure, are major factors that cause endorsement problems.

    Using the “Transfer of meaning model theory”, the scholars reasoned that “effectiveness of the endorser depends on the meaning the celebrity is bringing into the endorsement process and the brand.

    “Celebrities are full of different meanings reflecting demographic (age, gender) and lifestyles, thus making it evident that celebrities convey not one but a variety of meanings. The cultural meanings that are connected with the celebrity will be transferred to the endorsed product/brand,” they added.

    Irrespective of their submissions, the reality is some celebrities have made some brands achieve their marketing goals while others have not. Rather, they have done damage to the  brands.

    They said: “The cultural meanings that are connected with the celebrity will be transferred to the endorsed product/brand.”

    However, in considering who should be used for celebrity endorsement, experts advise brand managers to audit their brand ambassadors and ensure their personality resonate with the brands and purpose of the campaign.

    “Celebrity attracts attention and an artiste should be able to convince and connect with the consumers through his or her credibility. A corporate brand with a core focus will go out of its way to seek the right celebrity to match the brand as the core idea of the campaign is as important for the brand as it is for celebrity,” said Mrs Mimi Akinkugbe, the Regional Director, West Africa, International Private Bank at Barclays Wealth.

    Meanwhile, the Managing Director, Ashton & Layton, Mr. Gbenga Adebija, said celebrity endorsements as a platform for stakeholder communication is still evolving and their maturity is still low.

    “This is because companies and organisations have not tried to achieve a strategic fit between their brands and the chosen ambassadors. The observable trend is that companies simply select a known face and name to endorse their brand without considering alignments and synchronisation between the ambassador and the brand. It is therefore difficult to strike the necessary state of equilibrium required for the optimal brand equity benefits,” he said.

    Also, Adeola Odunowo of Curve Communications, said: “I feel the various celebrities representing different brands in 2012 hardly added to the brand equity because the celebrities themselves still need communication skills to integrate into the brand architecture of a company and add value. It is the totality of a celebrity’s style, personality and carriage that contributes to the equity of a brand.

    “We are yet to have true celebrities in this part of the world, sorry; but what we have in Nigeria is famous individuals who are still striving to improve living standards like everyday people. So, the brands are even  way ahead of the celebrities they want to project them.”

     

  • NIMN, IMM push for global recognition

    To boost marketing in Africa and make its certificates acceptable, Nigeria and South Africa are forming the African Marketing Confederation, writes ADEDEJI ADEMIGBUJI.

    THE National Institute of Marketing Nigeria (NIMN) and its South African counterpart, the Institute of Marketing Management (IMM) are to establish the African Marketing Confederation (AMC) to attain gbobal repute.

    NIMN President Mr Ganiyu Koledoye said: “The collaboration will promote and enhance marketing practice in Nigeria and bring it to global repute. We have had our challenges in the last 10 years but the collaboration will assist us and other African countries generally, who will be members of AMC too.”

    Koledoye noted that being a member of AMC, Nigerian professionals could travel to other African countries to practise. He stated further that once employers in host countries sight the AMC logo on any certificate issued by NIMN, it will give them the confidence to offer them jobs.

    “We want to tell members of NIMN and those pursuing our programmes that their NIMN certificates will, henceforth, bear the logo of AMC and this will give them opportunities to practise marketing in any country of Africa,” he said.

    Koledoye noted that the collaboration with IMM became imperative to enable the institute to build a new crop of marketing professionals by leveraging on the superior pedigree of the South African marketing body.

    According to him, as part of the plans, both bodies have concluded arrangements to develop a unified marketing syllabus.

    He said the institute decided to re-engineer the profession by collaborating with marketing bodies with rich pedigree to prepare the practitioners for the challenges of a re-based economy.

    “Nigeria, with a re-based economy, boasts of opportunities in commerce.  I think we should have the intelligence of playing in that market. If our marketers are not well equipped to cope with market trends, we will end up being a consuming nation and not making a maximum use of such opportunities,” he said.

    Also, the Group Sales and Marketing Manager, IMM, Mr. Kevin Mottram, said the collaboration was informed by the need to drive the profession in the continent.

    “We believe marketing should not be seen as secondary to any profession, hence, the need to infuse quality in it,” he said.

     

  • Glitz, glamour greet Lagos Carnival

    It was, indeed, a momentous and glamorous event as Nigerians and tourists thronged the Tafewa Balewa Square in Lagos to witness the glitz and glamour of Lagos Carnival, which has as theme Lasgidi.

    It was sponsored by Nigeria’s premium non-alcoholic drink, Maltina. The rich blend of colourful display and cultural aesthetics was thrilling as Maltina brought smiles to the faces of consumers who won high-end gifts such as refrigerators, generators and others.

    The Senior Brand Manager for Maltina, Adewole Adedeji, expressed satisfaction with the execution and management of the carnival, which provided the platform for the brand to extend its ‘sharing happiness’ mantra with consumers at the event.

    “Maltina is all about sharing happiness, and as is our custom we have seized this opportunity to connect with our consumers to ‘share happiness.’ The carnival provides an ample opportunity for families and friends to connect and relivehappy moments which sum up the objective of the Maltina brand,” he said.

    He added that Maltina will continue to look out “for those events that bring the opportunity for us to engage our consumers, reward, and connect with them. It is all in the process of building brand loyalty and we will continue to plug into such big event as the Lagos Carnival and the AY comedy show. It is all about sustaining our brand culture of sharing happiness.”

    In line with this, Maltina gave Badmus Ajoke, winner of the Lagos Carnival beauty pageant competition tagged Agbeke Eko, an all-expense paid trip to the magnificent Obudu Cattle Ranch Resort in Cross River State.

    During the activation, a Fuji talent, Toheeeb Jenyo, who is only 12 years old, was discovered by Maltina and rewarded with a new refrigerator.

    Also, Sunday Udodirin, a banker won a generator. Dignitaries at the event include Governor of Lagos State, Babatunde Raji Fashola; his Deputy Mrs Orelope-Adefulire,  Minister of Tourism, Mr Edem Duke; Commissioner for Tourism and Governmental Relations, Mr Disun Holloway and other members of the State Executive council.

    Traditional rulers and market women were not left out of the carnival, which was a culmination of a week-long Black Heritage Festival to celebrate the rich African cultural legacy.

  • Long road to mega affiliation deals

    Long road to mega affiliation deals

    Since two global agencies Publicis and Omnicom announced their $35 billion merger plan last year, things have not worked out as expected. Their disagreement on who gets what is stalling the sealing of the merger. They are, however, looking beyond their planned merger to invest in some agencies in Nigeria. ADEDEJI ADEMIGBUJI reports.

    If the plan falls through, the proposed merger of two global agencies – Publicis and Omnicom – will shake the advertising world. The proposed $35 billion merger was announced in July last year, but since then, things up have not worked as expected. They have yet to agree on who gets what.

    Despite these teething problems, they are looking beyond their differences to fish in some local markets. Publicis is eyeing some agencies in Nigeria, especially the Biodun Sobanjo-led Troyka Holdings comprising Insight Communications, Azzagai, Optimum Exposure, Media Perspective, MediaCom, The Quadrant Company and Halogen Security.

    In a report by Reuters, Publicis and Omnicom have not agreed on who will be the legal acquirer, which is delaying crucial paperwork with the United States (US) Securities and Exchange Commission, according to the report.

    Despite the companies owning 50 per cent of the new entity, analysts say that technically one has to acquire the other for accounting reasons. For now, Omnicom and Publicis have stopped meetings of about 70 integration committees, where they present their networks, teams, organisation, the Journal said, citing sources. The companies are also unable to agree on the filling of senior posts in the to-be-created advertising behemoth, particularly the position of chief financial officer. While Omnicom wants its finance chief Randall Weisenburger to be the new CFO of the merged entity, Publicis is backing CFO Jean-Michel Etienne for the job.

    Legal and tax issues are also threatening the planned merger.Last Tuesday, Omnicom said it could not to predict when the deal would close, following uncertainty over approval from antitrust authorities in China, a big market for Publicis, and for establishing tax residency in the United Kingdom.

    When the planned merger was unveiled last year, some agency chiefs thought that under the deal, the Nigerian market may not matter to Omnicom and Publicis, except that of Middle East, Asia and South Africa, which is key to the French and United States marketing communication giants.

    As a member of MINT (Mexico, Indonesia, Nigeria, and Turkey), which global economists and financial analysts regard as new kids on the block, the country’s growing economy appears to have attracted the global advertising groups.

    Those privy to the Publicis-Troyka deal since last year told The Nation that the proposal was stalled by the Advertising Practitioners Council (APCON) reform, which changed the ownership structure of advertising agencies from indigenous, local, national, foreign to international.

    According to APCON, every foreign agency coming into Nigeria is expected to produce a bankers’ credit guarantee of N500 million and produce N500 million cover from an indigenous bank and insurance firm.

    Under the National Categorisation of agency ownership, foreign direct investors cannot own more than 25 per cent while under the foreign ownership structure, foreigners cannot own less than 74.9 per cent and 100 per cent.

    Publicis planned 25 per cent equity in Troyka will create huge upset as it may consume Starcom Media brand identity, Starcom Media Vest.

    At a forum in Lagos, Mr. Gorge Thorpe, founder of Mediareach OMD, Tequila Nigeria, TBWA Concept, criticised APCON’s reform as it affects foreign direct investment, saying it would prevent growth.

    “Protectionism best serves the short term to longer term interest of the advertising industry. APCON should please rethink the Proclamation on Registration and Licensing Regime in the Advertising Industry,” Thorpe said.

    But Sobanjo believes that the industry should embrace good business model to survive.

    Also last year, Dentsu, a leading global agency made moves to buy bigger equity in two leading agencies but was stopped by APCON reform, which gives the number of equities a foreign agencies can acquire in a Nigerian agency.

    The global agency, however, engaged Media Fuse, founded by former Media Perspective Managing Director, Emeka Okeke.

    Under the arrangement, Media Fuse is a beneficiary of the Carat affiliation. It was gathered that Dentsu’s equity involvement of 25 per cent in Media Fuse will cover the acquisition of big advertising shops and other auxiliary businesses in the integrated marketing and advertising services.

    When contacted over the Publicis-Troyka  planned merger, Sobanjo said he was hearing about it for the first time. “I’m hearing this for the first time from you but if you said you heard that why not wait for Troyka to tell the world.” But, in response to inquiry by an industry online publication, marketingedge.com.ng, Sobanjo said: “I am afraid there is little or nothing to say at this point. At the appropriate time, I hope we sure will let you know. For now, we continue to follow the things we read and hear.”

    A source, who just left Insight, told The Nation that, though Troyka is into something big that will shake the industry by the time the management sees the project through, the media would be informed. “For now, it remains within the group but the only person who can talk on it is Mr. Sobanjo,” the source said.

    The Managing Director of Starcom, Mr. Ayo Kupoluyi, told The Nation that though it is true that Publicis has pitched tent with Troyka Group, that will not make businesses to move. “What I know is that Publicis has agreed to pitch tent with Troyka Group. I don’t know about sweeping Starcom off its businesses. Our GMD is the authorised person to speak on the details as he represents the group,” he said.

    On the future of Starcom Media, Kupoluyi told an online publication: “For me, the future is very bright at Starcom Media. As it is, details of the partnership between Troyka and Publicis are still unknown, but what we know is that our former partner has taken its decision. Business for me is not about emotion, what is permanent in business is the interest. Business itself is dynamic. If the wind of business does not blow favourably in your direction today, it does not mean that is the end of the world. In our own line of business, accounts come and go. At Starcom Media, we are very positive and the future is very bright.”

    Kupoluyi said some of the businesses the media shop handles were won through local pitches, where the agency was rated purely for its professionalism and competence.

    He said there were other businesses too, which were won through global pitches. These, he explained, can only be moved out of the agency if the local clients so desire. But for some, he said, they would naturally move in line with global account re-alignment.

    Despite the apprehension over the effect of Omnicom’s and Publicis’ merger on advertising agencies in Nigeria, some stakeholders told this reporter last year that it is a global phenomenon that will not affect Nigerian agencies that have relationship with the global agencies. The CEO of DDB Lagos, Mr. Ikechi Odigbo, said: “I don’t foresee conflict at the subsidiary levels. The global networks though are owned by the two holding companies that have come together, but they have bouquets of global brands they work for. At local levels, they will not be operating as if they are sister companies. If a pitch is thrown open they could all compete.”

    The CEO of X3M, Mr. Steve Babaeko, said while the advertising industry is trying to make a mark on the continental level, the effect may be pronounced in the Middle East, Asia and India than Africa where Nigeria belongs. Mr. Kayode Oluwasona, who was then the CEO of Rosabel, an affiliate of LeoBurnett, said: “It is a global phenomenon. It is holding company goal. At the international level, they are merging to deepen their financials. For us in Nigeria, yes, some agencies are part of Omnicom and Publicis groups, but globally it is the issue of the biggest.”

    For, now, Publicis and its partner, Omnicom are still struggling to conclude their merger.

  • ‘Global adaptation critical to hospitality brands’

    The InterContinental Hotel, Lagos, newly appointed Master Chef, Mr. Verta Bellin, has said global adaptation is critical to global hospitality brands.

    Berlin, who has worked in Dubai, Baharain, Egypt and Carribian Island for 32 years, emphasised that for a global hotel brand to build local customer base, it needs to localise its global culinary in other to compete in the local market.

    He noted that InterContinental Hotel Lagos appointed him to ensure that bookers enjoy good food irrespective of their culture.

    “Master Chef ensures good quality cuisine for both local and international customers,” he noted.

    He explained further that a Master Chef held hotel brands to create lasting consumer experience, for both local customers and expatriate, especially those who feel indigenous hotel brands don’t consider Italian food recipe in their culinary.

    He said: “I have been a chef for over 32 years. Of these, I spent 15 years as an Italian chef. I have travelled round – from Dubai, Bahraini, Egypt and Caribbean island. I have also worked as a private chef for a wealthy family in Czech Republic and Italy and in Intercontinental Lagos. I have discovered that attracting customers and building a valued share relationship with bookers require a good chef and cuisine which adapt global taste with local stuffs to satisfy different consumers.”

    Bellin noted that while the InterContinental Lagos is trying to satisfy growing consumers of Italian foods in the Nigerian market at par with market demand for Chinese food, through its Belini bars, more Italians working in Nigeria now have an option.

    Though he maintained that to capture the local market to shift their preference, Belini bar is set to fuse the local consumer experience with Italian blend to remain market challenger.

  • Hollandia promo winners get prizes

    Hollandia promo winners get prizes

    Winners in the Hollandia Yoghurt Refresh N Win Promo has received their gifts worth millions of naira.

    The prizes include iPads, iPhones, smart phones and instant airtime recharge from major telecoms service providers.

    At the grand finale in Lagos, Chi Limited, makers of the delicious Hollandia Yoghurt, raised the stake by rewarding two customers with trip to London and Paris instead of one winner making the trip to either of the two destinations as winner of the grand prize.

    A consumer of Hollandia Yoghurt in Benue State, Chigozie Victor, won the grand prize of trip to London while another consumer in Oyo State, Akinwole Dolapo, was the proud winner of the grand prize of a trip to Paris.

    The promo, which started last year, was monitored and supervised by the Nigeria Lottery Commission and the Consumer Protection Council.

    Apart from the grand prizes, consumers also won iPads, iPhones and smartphones. Among them is a consumer in Rivers State, Slyvester and another consumer in Oyo State, Olumuyiwa Okeleye, who won an iPhone each.

    Other lucky winners, who smiled home with smartphones, include Ngozi Nwankwo, Ifeanyi Uche, Eze Daniel and Afeez Mufutau, all in Lagos State.

    Meanwhile, hundreds of lucky winners were credited with free airtime from major telecoms service providers every week while the promo lasted.

    The winners were excited as they collected their gifts. They thanked the firm for rewarding their patronage and loyalty. They commended Hollandia Yoghurt for lifting their spirits and Chi Limited for its unblemished history in fulfilling promises to customers.

    Managing Director, Chi Limited, Mr. Deepanjan Roy, said the promo was the company’s way of rewarding customers who have been loyal in their patronage of Hollandia Yoghurt over the years.

    He said: “These customers have been there for us over the years. They are the reason we have remained in business all these years. The patronage of these customers has helped us to remain the market leader in spite of stiff competition and this is just one of the numerous ways we are rewarding them.”

    The winner of the trip to London, Chigozie from Benue said he was overwhelmed by the sincerity of the makers of the Hollandia Yoghurt brand as he was not a believer in Promos and Raffle draws before now.

  • Heineken unveils draught beer

    Heineken unveils draught beer

    Heineken has unveiled the first draught beer innovation in Nigeria.

    The event held at the Heineken House, Lagos.

    Draught beer is an innovation where beer is served from a keg rather than from a bottle or can. The innovation described as “The David system” was introduced to the media by Franck Evers, Heineken’s charismatic global draught master, ambassador and Master Pourer, who does this training for the brand all over the world.

    The system keeps the beer fresh for upward of 30 days.

    Evers travels around the globe training and teaching people how to serve the Perfect Heineken beer. Nigeria is the 55th Country he has been to to teach bar tenders and bar Managers on how to pour the Perfect Heineken beer.

    A former bar manager, Evers, who has 10 years’ experience, did not disappoint as he held the media spellbound on the technical process of achieving the perfect Heineken beer.

    Senior Brand Manager, Heineken, Mrs. Ngozi Nkwoji, said the innovation is a big investment from Heineken because there were logistical challenges in bringing it to Nigeria, installing and maintaining it.

  • Beauty market competition hits up

    Maybelline New York has launched a new product Clear Smooth all in one powder – to stir up competition in the care and beauty market.

    In a market where several imported brands with no physical distribution chain have flooded, the New York Maybelline brand team says the entry of the brand into the market is expected to excite beauty lovers and make-up artists.

    The brand was introduced into the market last month and has been labelled as the powder of a new generation.

    According to the Managing Director, L’Oreal central West Africa, Mr. Idorenyen Enang, Maybelline New York, has ensured the affordability of the powder, which has been created for African skin, controls shine, conceals flaws, make smooth, evens the skin tone, mattifies and brightens the skin making it stand out more than just a compact powder.

    “It contains SPF 25 sunscreen which protects the skin and complexion from the harsh effects of the sun. It is lightweight, oil free and non comedogenic, ensuring the skin can still breathe and pores are not clogged. For women with sensitive skin, the powder is allergy tested and dermatologist approved, making it a great option for every day wear. To crown it all, it comes in six shades,” he said.

    To deepen its distribution, the handler of the new brand has partnered with House of Tara to reach the target market while it also plans to take the brand into campuses nationwide to herald the introduction of its new super powder, beginning with a premium launch event which will see celebrities and fashion and beauty insiders in attendance.

    Mini makeup studios will also be set up in selected to introduce the powder and bring the Maybelline New York experience alive on campus. These will be flanked by contests and activities on their vibrant social media platforms.

    “In line with the DNA of the Maybelline New York brand which is product accessibility, the brand recently got into a strategic partnership with House of Tara studios, an indigenous makeup retailer with nationwide presence, which will now stock its products. This is in line with the vision of the House of Tara multi brand retail strategy, which encompasses retailing a wide variety of beauty brands alongside the Tara brand in its outlets across Nigeria. For Maybelline New York New York, this means that more people can be afforded the opportunity to interact with the brand’s innovative products everywhere in Nigeria,” he he added.