'Scent of Africa' is Billed As the Continent's First Luxury Perfume
Rahul Kalvapalle — December 11, 2015 — Fashion
References: ghandourcosmetics & africabusinesscommunities
'Scent of Africa' is a luxury fragrance, developed by leading West African beauty products manufacturer Ghandour Cosmetics Ltd., that aims to try to collect the essence of Africa in a bottle. The fragrance was conceived in Ghana and is being produced in France, and is being marketed to luxury West African retail outlets.
Everything about this perfume is designed to be "truly reflective of the richness and splendour of Africa", ranging from the scent itself to the branding schemes and advertising. The perfume was launched by a collection of the continent's most high-profile celebrities and athletes.
The Scent of Africa fragrance caters to the changing needs of African luxury consumers, many of whom are increasingly looking to make use of locally produced brands and products.
Everything about this perfume is designed to be "truly reflective of the richness and splendour of Africa", ranging from the scent itself to the branding schemes and advertising. The perfume was launched by a collection of the continent's most high-profile celebrities and athletes.
The Scent of Africa fragrance caters to the changing needs of African luxury consumers, many of whom are increasingly looking to make use of locally produced brands and products.
Trend Themes
1. African-inspired Luxury Fragrances - There is an opportunity for luxury fragrance brands to create more collections that are reflective of the diverse cultures and landscapes of the African continent.
2. Locally Sourced Products - Consumers in Africa are increasingly looking for locally sourced and manufactured luxury products, creating opportunities for local producers to create and market their own brands.
3. Celebrity Collaborations - Collaborating with high-profile celebrities and athletes can be an effective way to launch and promote new luxury products in the African market.
Industry Implications
1. Luxury Fragrances - Luxury fragrance brands can create a new collection of African-inspired fragrances to cater to the needs of the African luxury consumers.
2. Beauty and Cosmetics - The beauty and cosmetics industry in Africa has an opportunity to cater to the growing demand for locally sourced luxury products.
3. Sports and Entertainment - Celebrity collaborations with luxury brands can be an effective way for celebrities and athletes to launch and promote their own brands in the African market.
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