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Ghandor ready to deliver the scent of Africa Lolo 6th November 2015 Beauty, Hair & Beauty

Many of our readers are likely to be familiar with Ghandor cosmetics, as they’ve provided skin

and hair care products in West Africa for the past twenty years. With over 600 people at its head

office in Accra, Ghana, Ghandour also has operations in another 14 African countries – including

Mali, Togo, Burkina Faso and The Gambia. At Africa Fashion, we love a new product launch and

we’re really excited to see if Ghandor has achieved its goal of ‘capturing the spirit of the

continent’ with the Scent of Africa.

Everyone who loves fragrances, will know it’s too tempting to get hooked on a new scent, especially when

your strolling through the ground floor a department store, trying not to make eye contact with the

perfume assistant. But it’s too late if they catch you with their tester bottle, it’s good, you fall in love and

walk around with that scent for the rest of your day.

Often, an impulse buy can turn into a favourite fragrance – especially when it becomes intimately

interwoven with happy experiences in your life. One whiff brings back memories, evokes feelings and

becomes a powerful trigger.

On 14th November 2015, Ghandour Cosmetics is set to launch the Scent of Africa, which the company

describes as ‘Africa’s first luxury fragrance’. Scent of Africa was conceived in Ghana, produced in France

and will be released first to high end West African retailers. That will be followed up with launches in other

African countries, Europe and North America – as well as international Duty Free shops.

” Scent of Africa is very different from anything we have produced before

at Ghandour. We wanted to introduce to the world a product that is truly

reflective of the richness and splendour of Africa. Everything from the

packaging to the branding and advertising of this product will disrupt

notions of what it means to be an African brand,” said Tanal Ghandour,

the Founder and Managing Director of Ghandour Cosmetics.

A recent market studies report indicated that Africa has the world’s second fastest growth rate for luxury

retail sales – expected to exceed $5 billion in 2019.

“Of course there is always a high demand for Western luxury goods, but

we have begun to notice a growing trend for African luxury consumers

looking to buy local brands and products made with the same high

standards and quality that they find abroad. Our goal with the new

fragrance is to reverse that trend, by making a product in Africa for

Africans that is coveted around the world!’’, added Ghandour.

Scent of Africa and its celebrity brand ambassadors will be unveiled at an exclusive event in Accra, Ghana

on 14th November 2015.

Ghandour’s launch provoked a lively conversation here at Africa Fashion.

While exploring Ghandour and its brand, our attention was drawn to its various marketing platforms and

assets. While there’s no doubt that the web site could do with a sleek update, we loved the beautiful black

models on all the company’s packaging – which is still quite a novelty in the west. We all know this shouldn’t

be the case, so we’re hoping that brands like Ghandour will help provoke a positive reaction in western

marketing companies. The value of the ‘African spend’ in the UK alone has increase 10x over the past 10

years – and it’s high time brands woke up to the benefits of positively marketing their products toward the

‘black pound’.

Another thing we loved was watching Ghandour’s previous advertising on YouTube. This one in particular

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brought a smile to my face: The age old story of an African prince searching for his future queen. It really

brought back happy memories of watching ‘Coming to America’ as a teen! I’m including it here for some

afternoon cheer.

Ladies, if only it were so simple as using Princess Coca butter to deliver a suave man with good qualities

that penetrate more than skin deep, encouraging you to treat him like a prince. Yes, I would order a pot

now! In the meantime, here’s a link to a competition that Ghandour are running, where the lucky winner

will ‘Live the African Dream’.

How would you describe the scent of Africa? Let us know over on Facebook.

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