Taking Care of African Hair
GO FUTURE: HAIR CARE Taking care of African hair
Interview | Osarenren Igbinoba from BASF Personal Care Business Management Africa talks about the specific characteristics of African hair, the rapidly growing hair care market in sub-Saharan Africa, and how BASF’s new Application Technology Laboratory for personal care in Lagos is helping manufacturers in the region serve consumer trends.
N N Interview with: is currently growing at 3 percent What are the most popular Afri- Osarenren Igbinoba, per year. That makes it the ideal can hair styles? BASF Personal Care hub for our personal care busi- Solutions Business ness in sub-Saharan Africa – and The three main hairstyles are Management Africa this is why we opened a new Ap- chemically relaxed hair, natu- HAIR CARE Lagos; Nigeria plication Technology Laboratory ral Afro hair, and dreadlocks. across Africa is a www.carecreations. in Nigeria’s biggest city, Lagos, rapidly growing Within these hairstyles, a variety basf.com in February. The local expertise market of braids, weaves, wigs and ex- will help us develop solutions spe- tensions are used to provide ver- cifically for the region’s hair and satility. Relaxing the hair used to skin care needs and provide local be very popular, as it made it eas- technical support to personal care ier to style kinky African hair. But manufacturers. now, more and more people are COSSMA: Could you please pro- opting to wear their hair naturally vide us with some market data What is different about African to embrace their heritage and re- on the African hair care market? hair, and what are the challeng- duce exposure to the harsh chem- Nigeria is es involved in treating it? icals often found in relaxers. Africa’s most Osarenren Igbinoba, Personal Care populous country Solutions Business Management Af- African hair is typified by kinks and the world’s Which hair care categories are rica, BASF: Hair care across Africa and coils along the hair shaft, seventh most particularly successful in Afri- is a rapidly growing market driven an elliptical cross-section, and populous ca, and what type of formula- by population dynamics and the fewer cuticle layers than other tions have you developed espe- importance that consumers attach hair types. These characteristics cially for the region’s market? to the state of their hair in terms result in areas of weakness along of how it defines their personal- the hair shaft and prevent sebum The delicate features of African ity and projects health, confidence from coating the entire shaft, mak- hair combined with thermal treat- and attractiveness. ing natural African hair more dif- ment with flat irons and blow-dry- Nigeria alone has a population ficult to comb through and more ers, or chemical treatment and of more than 190 million peo- prone to breakage. To maintain or Annual growth in traction from being pulled into ple, making it Africa’s most pop- restore healthy hair, a tailored care hair care in Nigeria braids and plaits, results in dry ulous country and the world’s regimen is necessary. Some pop- amounts to 3% and brittle hair that is prone to seventh most populous. The hair ular African hairstyles and styl- breaking. As a result, consumers care market is worth 116 billion ing tools such as flat irons and are looking for hair care products Naira which equals 322 million blow dryers also require specialty that make it easier to care for their US dollars. This market segment products. hair and help them maintain or re- store it to a healthy, well-groomed condition. The right shampoo is key to build- ing a good hair care routine, spe- “The increasingly popular natural Afro cifically gentle products that do not strip the hair of much-needed hairstyle requires special products.” oils. Consumers seek condition- ers that make their naturally tight- Osarenren Igbinoba, Personal Care Solutions Business Management Africa, BASF ly-coiled hair easier to handle and
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tions for consumers looking for curl definition and hair gloss. For children and infants, we recom- The hair care mend specially developed gentle market is worth and tear-free cleansing formula- about 322 tions that ease detangling. million US dollars What types of ingredients can be used in these formulations?
Mild and ideally natural-based surfactants, such as Plantacare AFRICAN HAIR and Plantapon help formulate gen- is typified by kinks tle and balanced cleansing formu- and coils along the hair shaft, an ellip- lations specially suited to dry hair tical cross-sec- and a sensitive scalp. tion, and fewer Our hair conditioning agents such cuticle layers as the Dehyquart Guar types, De- than other hair hyquart A-CA and Cosmedia Triple Gentle shampoos do not strip the hair of much-needed oils types C as well as our hair care ingredi- ents Plantasil 4V, Plantasil Micro, Nutrilan Keratin LM and Lamesoft comb, reduce tangles, and deliver Our Application Technology Lab- Care provide effective condition- long-lasting performance without oratory focuses on customised ing, while selected emollients weighing down the hair. Addition- hair care solutions for African Wearing hair natu- such as Cetiol C5 and Cetiol CC or ally, styling aids are essential for consumers, such as gentle sham- rally embraces the waxes such as Cutina Shine con- creating effortless hairstyles, es- poo formulations with mild sur- African heritage tribute to a healthy shine. Active pecially for urban African con- factants and soothing ingredients ingredients such as Phytosoothe sumers. to protect the delicate hair and and Elestab HP 100 deliver addi- When it comes to the increasingly scalp; a caring co-wash that deliv- tional care for a delicate or irri- popular natural Afro hairstyle, ers mild cleansing without strip- tated scalp. moisturising hair mists, curl de- ping the hair and scalp of natural Relaxing the hair Our Luvimer 100 P and Luviset finers, edge control gels, pomades oils; effective conditioning prod- makes it easier to One deliver excellent setting per- and oils are required. Dreadlocks – ucts that strengthen and repair the style kinky African formance, while Luviquat Supreme a progressive style from natural hair, with anti-breakage proper- hair AT provides additional heat pro- hair – are easier to care for with ties; deep conditioners that deliver tection. Q gentle shampoos, lock and twist more intensive restorative bene- Additional information can be found gels, waxes, and oils. fits to hair; and styling formula- on the Internet – see Internet panel
The three main hairstyles are chemically relaxed hair, natural Afro hair (see lead photo), and dreadlocks Shutterstock.comhair), film(straight Rudo (shampoo), Redav (dreadlocks), Images Flamingo photo), (lead Kiuikso photos:
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