Ezreen Benissan

These immersive events have become an important tool for educating, engaging and selling products directly to beauty consumers across the continent, offering a way for global brands to connect more directly and with more authority.

Hair tools have been thrust into the spotlight as brands try to create inclusive marketing campaigns that speak to the curly, coily and tight-textured consumers. But many are still falling short.

Global lines like MAC Cosmetics and Tom Ford have spent the past decade laying the groundwork and solidifying their distribution channels. Now, they’re attempting to create marketing activations to drive sales and boost brand awareness across the region — but cultural nuances mean a more specialised approach is needed.

Global brands have traditionally prioritised multi-brand stores in South Africa, Nigeria and Morocco to gain a foothold on the continent. Now, some are looking further afield to boutiques in Kenya, Angola and Egypt.