Arewa: Tools of the Trade

There is today a prevalence of beauty and makeup products along the aisles of supermarkets, drugstores and pharmacies in Nigeria. This trend is accompanied by an increasing number of females wearing much more makeup on a daily basis, and trying out new beauty care products and tools. While our forebears made use of essentially earthy elements comprised of coal, of chalk and of palm oil; of raffia strands and of tattoos, our generation’s consist of quite a number of mud coloured liquids and vibrant shadows, of pastes and of mist in bottles (something our ancestors would imagine to be a task for the gods).

Driven by the age-old desire for beauty, recognition and admiration, we essentially adopt the cultures of our mothers, beautifying our outer-selves and thus, bringing colour and life to our body, mind and spirit. By making premium experiences and products more accessible to the African Woman, consumer care brands like Nigeria’s House of Tara and BMPro, as well as international makeup brand L’Oreal are working hard towards institutionalizing the beauty industry in Nigeria.

Some beauty care brands (notably Sephora and L'Oreal USA) have created apps that show how ladies look wearing a certain lipstick or shade of eye-shadow, as well as helping consumers decide which colours best fit their skin tone.

Ever wondered if a certain lip/eye colour is too loud for your skin tone? Or howyou’d look with a lot of makeup on? Technology  has  enabled  brands  lower  down  the  beauty  pyramid  offer personalized advice and tutorials which previously was the hallmark of designer brands and department stores. Beauty care brands such as L’Oreal and Sephora have created apps that show how ladies look wearing a certain lipstick or shade of eye-shadow, as well as helping consumers decide which colours best fit their skin tone and showing where to apply your shades and highlights.These apps take minutes off your makeup process.

Make up Genius - Revolutionizing the way we shop makeup

MakeUp Genius app by L'Oreal allows consumers try on different make up and experiment with a wide range of products and looks to find the make up style that suits you. All you need to do is ensure your head/face stays in the circle.

Map my Beauty: Pocket Contour Class

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Sephora has introduced a makeup tool  which teaches you the popular  beauty technique of Kim Kardashian fame: Contouring.You take a “selfie” and the tool shows you just where to apply highlights (light tones) and where to contour (dark tones).

INSIGHTS • Brands can now use technology to offer advice and or help to consumers • A memorable and personalized consumer experience can give even the most unlikely brands a luxurious appeal • Creating a mobile-only experience ensures your consumers take you wherever they go