BASF West Africa (WA), a global brand in personal care and cosmetics products, is targeting a bigger market share in the sub-region with a state-of-the-art technology laboratory.
The first of its kind in the country, the laboratory is expected to bring BASF closer to consumers and enhance customer satisfaction through various innovative solutions for sustainable development of the industry.
Speaking at the commissioning of the personal care application technology laboratory in Lagos, Dirk Mampe, vice president, personal care solutions, Europe, stated that “With our broadened presence and the investment in a new application laboratory in sub-Saharan Africa, we can provide on-site technical expertise and market insights to our customers and support the local development of tailor-made products for the specific needs of African hair and skin.”
He said meeting specific requirements of consumers in different markets were key for business growth.
Jean Marc Ricca, managing director for BASF West Africa, said that the expansion of BASF’s operations in West Africa, including the opening of the new personal care application laboratory, clearly demonstrated BASF’s commitment to West Africa and the confidence it had in Nigeria and the whole region.
While answering questions on revenue generation, Osa Igbinoba, head of sales for Africa personal care, stated that the company provided quality products which met market requirements, adding consumers had no problem paying for the value obtained from the products. He explained that establishment of the lab would reduce the need for importation of cosmetics. He further said that these products were in high demand, stressing that due to the need for quality and presentation, as well as value and trusts, most consumers tended to prefer imported products. But with a closer reach to the manufacturers and consumers, there would be a better understanding of requirements for the hair and skin care products market in the sub- Saharan Africa.
Speaking on maintaining healthy competition among rival clients, Igbinoba stated that the market was very large and heterogeneous so consumers needs varied, adding that the company worked to meet the specified requirements of each manufacturer which had helped them to maintain a healthy competition among all the clients.
He further stated that in order to fully understand and meet the requirements of the market, the staff would be made up of nationals equipped with global standard trainings in collaboration with international competence and expertise.
Speaking on challenges, Mampe, on his part, stated that raw materials would be imported as the cosmetics and personal care market had a fragmented product portfolio with a lot of requirements which might be economically impossible to achieve, especially with the company’s high hope of becoming the prevailing partner to all the local customers in sub Saharan Africa. He said there were plans to fully use locally made raw materials in future, stressing that although the sub- Saharan African market was growing at a quick pace, it would be disappointing to base rewards on short-term gains.
The BASF started operations in Nigeria 53 years ago and has continued to offer quality service to manufacturers in the cosmetics industry.
Gbemi Faminu
