BASF expands its presence in the personal care industry in sub-Saharan Africa with opening of a new application laboratory for personal in Lagos, Nigeria, one of the fastest growing beauty markets in the region. Scheduled to open at the beginning of 2019, the state-of-the-art application laboratory should help the company to strengthen its network of local expertise in marketing, research and sales in the country.
“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,” said Dirk Mampe, Vice President Personal Care Solutions Europe.
The application laboratory for personal care will be an integral part of BASF’s new regional headquarter for West Africa. 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,” states the company.