Africa’s fast-growing middle class has money to spend
AFRICAN consumers are underserved and overcharged, reckons Frank Braeken, Unilever’s boss in Africa. Until recently, South Africans who craved shampoo made specially for African hair, or cosmetics for black skin, had little choice besides costly American imports. Unilever spotted an opportunity: its Motions range of shampoos and conditioners is now a hit.
The Anglo-Dutch consumer-goods giant is making a big effort to tailor products for African customers: affordable food, water-thrifty washing powders and grooming products to fit local tastes. It is also helping other businesses. Last year Unilever opened the Motions Academy in Johannesburg. Each year it will train up to 5,000 hairdressers who want to open their own salons. It is also a laboratory to test products and to try out new business models. If it works, Unilever plans to replicate it elsewhere in Africa.
