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L'Oréal Takes Root In East Africa, Prepares For Expansion

May 6, 2013: 12:00 AM EST
L'Oréal's acquisition of Kenya-based Interconsumer Products Limited, which it has renamed Interbeauty Products, signaled the cosmetics company's intention to expand its operations in East Africa. L'Oréal plans to use Nairobi in Kenya as its operations hub for other East African countries, including Uganda, Tanzania, Rwanda, and Ethiopia. L'Oréal East Africa managing director Patricia Ithau said the company chose to operate in East Africa due to the region's three "power houses" — Kenya, which is the region's center; Tanzania, which is a very fast growing economy; and Ethiopia. L'Oréal's number 1 task now is to classify its products and target specific segments of the market, according to Ithau.
Margaret Wahito, "L’Oreal navigates competitive EA cosmetics market", Capitalfm, May 06, 2013, © Capital Broadcasting Network
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