Africa’s first Beauty Business Week with focus on Shea Butter

Tayo Afolabi, founder of the Mercedes Benz World PR Beauty Business Week,

explains why the international focus should be on “The Shea Innovation”

Two and a half years ago, the Beauty Division of my company, World PR

Media (a Strategy Specialist Company based in Nigeria), decided on a quest

to put a spotlight on the beauty industry through a series of activities.

First, it was the Luxury Beauty Brunch, which has profiled over 150 beauty

products and hosted almost 300 beauty enthusiasts, beauty editors and

bloggers including beauty industry stakeholders to themes based on growing

trends in the industry with the expertise of over 45 speakers. These

speakers range from dermatologists to product formulators, stockists,

strategists, etc.

The Luxury Beauty Brunch has been known to ignite alliances between

producers and stockiest, brand managers, the press and much more. Through

the success of the Brunch and positive testimonials, the Beauty Division

launched the second phase of trends and stakeholders profiling in the

beauty industry by launching its online beauty blog and documentary

called; The Beauty Reports. A social media content that sits with the

stakeholders, celebrities who experience the trends and beauty enthusiasts

to obtain first-hand intel on the ever growing trends and the producers

and services providers in the beauty industry responsible. This was fully

backed by Guerlain (Nigeria, Africa) with the La Petite Robe Noire’s

Little Black Dress Campaign.

Since inception, the documentary has been archiving perspectives of

formidable cosmetics brands like L’Oréal, Cookie Skin, Belfiore Media, R&R

Luxury, Gemology, Swiss brand Makari Cosmetics and super online Beauty E

Commerce platform Beauty Rev Ng to name a few.

Fast forward to 2017, World PR Media has partnered with the luxury car

brand giant, Mercedes-Benz, to bring to Africa, Mercedes-Benz World PR Beauty

Business Week, a three-day beauty business focused event complete with

seminars, workshops, beauty presentations, exhibitions and gala.

With 2017 being declared as “The Year of Skincare” in our Beauty Division, the

international product focus of 2017 is “Shea Butter”. I want the week to

be a global platform for the sustenance of indigenously created beauty

products whilst promoting the accessible regional raw materials to their

local/international end-users thereby boosting the export proceeds of the

Beauty Industry hence our keynote speech on – The Shea Innovation.

..:: AUTO REPORT AFRICA ::..