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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 many 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 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  “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 is on – The Shea Innovation.

Nigeria is worth an estimated 2 of the 3.6 billion dollars of the market,which is over 57 percent of the market that needs harnessing. We cannot wait to submit the reports and analysis from the research we are conducting. Aside from experience zones to sample and try beauty products and services, Panel discussions on the subject matter will also be joined by Seminars on “The Beauty of Cosmetics, The Science of Dermatology, The Technology of Beauty, The Strategy Behind Luxury Beauty” etc., all of which will be hosted by Nigeria’s finest in Strategy and beauty business Entrepreneurship.

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