L'Oreal and CFAO - golden partnership for Ivory Coast

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Mongezi Mtati

L'Oreal, the worldwide leader in cosmetics present in over 130 countries, will draw on its expertise in beauty products and the strength of its consumer brands to accelerate its expansion into key markets of French-speaking West Africa through a production and distribution partnership with CFAO.

This partnership in sub-Saharan Africa gives L'Oreal access to CFAO's distribution channels and its thorough knowledge of African countries and markets, as well as its production facility for cosmetics and packaging components.

This agreement will speed up its expansion and development of its hair care and body care brands in Ivory Coast, due to a manufacturing facility suited to its needs. CFAO will be the sole distributor of L'Oreal international consumer brands in Ivory Coast.

"The distribution and production partnership with CFAO is part of a strategic plan for the group in Ivory Coast and French-speaking West Africa. Ivory Coast is a fast-growing market where beauty products have a strong appeal among local consumers. It is crucial for the company to increase its presence in these expanding markets," said Geoff Skingsley, L'Oreal's MD for Africa Middle-East Zone.

Richard Bielle, Chairman of CFAO's management board, adds, "Our strategy in West Africa is to offer major international brands a manufacturing and distribution tool suited to the markets they wish to tap into. This new partnership is fully in line with the company's strategy of encouraging the consumption of innovative, quality products in West Africa."