The star Rihanna and Africa, it’s a love story
American star and singer, Rihanna wants to expand into Africa to sell her beauty brands.
“Every launch is exciting – we want to be accessible to everyone, everywhere. Launching in eight countries in Africa is not only very important to me personally, but it’s also a big step towards our goal of bringing Fenty Beauty and Fenty Skin to the world,” the singer and businesswoman said in a press release.
The targeted countries show that beyond a simple desire to popularize a brand, the Fenty company wants to conquer markets (Nigeria, South Africa, DRC, Egypt, Tanzania, Ethiopia and Kenya) that together represent 43% of the African population and nearly three-quarters of the gross domestic product (GDP) of the continent.
The singer Rihanna, whose fortune is estimated at 1.7 billion dollars, has proven that she can be an effective businesswoman in her choices. Behind this brand, expansion is also the opportunity to boost the beauty markets in Africa.
The African continent is known to have the most expensive women, for their appearance. Two countries, in particular, should seduce Fenty: Nigeria and South Africa, which together account for nearly $ 8 billion on an estimated turnover of 12 billion.
The South African country with the distributor Edgars, which holds the largest share in the distribution of Fenty products in Africa, with a total of 3 distribution contracts signed. Rihanna’s initiative will nevertheless have to face competition from other large groups such as L’Oreal or Procter and Gamble products, which have a historical presence on the continent.