With over 10 years of experience at L’Oréal and a portfolio of 7 global brands under her responsibility, Issima ONIANGUE, Global Vice President of Marketing at Maybelline, has developed a unique approach to winning over the African consumer. Here’s how to think like her.

The challenge: Navigating the diversity of african beauty

To understand the African market, Issima states that “The key? It’s to perceive the unique contrasts that blend tradition and modernity.” Many companies fail by applying standardized strategies, without taking into account local specificities such as the informal economy, cultural preferences, and logistical challenges.

The expert: A passionate advocate for african cosmetics

Issima didn’t end up at L’Oréal by chance. During her admission interview, she already had a clear vision: “I want to launch my cosmetics brand in Africa.” Ten years later, she is realizing this dream by managing not one, but seven brands while also developing local brands like Gold Touch and Nice and Lovely. Her credo: “Africa has extraordinary things to offer.”

Her method: The 4 pillars of success for a brand in Africa

• Adapted products: “Understand the real needs.” Example: the launch of a lemon body milk for skin evenness, addressing a specific concern for Black women.
• Local and sustainable Production: “Work with local partners without compromising on quality.” She cites the example of Congo, a leading exporter of wood, which could develop its own processing industry.
• Optimized distribution: “Intelligently mix digital and physical.” From event pop-ups in Nigeria to merchandising designed locally rather than imported from Europe.
• Distinctive branding: “Create storytelling that blends cultures.” For Maybelline, the musical universe; for L’Oréal Paris, the fashion and cinema angle with African creators.

The result: Brands that resonate

Under her leadership, brands have found their voice in Africa: locally adapted merchandising, ambassadors supported in their growth, products developed to measure. Proof that marketing excellence is born from an intimate understanding of consumers.

From theory to action

Understanding Issima’s philosophy is just the beginning. In her exclusive case study “How Issima Oniangue Repositioned L’Oréal, Maybelline, and Essie to Conquer African Markets,” she reveals the behind-the-scenes of a successful launch: influencer selection, distribution strategy, storytelling creation.

Ready to create brands that speak to the heart of Africa?

If you are ready to create brands that speak to the heart of Africa, access her case study on ENTOURAGE+.

If you wish to personalize this method for your project or your career in cosmetics or beauty, book a session with Issima Oniangue on Entourage for a tailored diagnostic.