L'Oréal has launched its debut ‘shop-in-shop’ concession in Africa.
The French beauty giant partnered with Inter-African Marketing (IAM) to create the store located in Nnamdi Azikiwe International Airport in Abuja, the Capital of Nigeria.
Located in Abuja’s second-busiest airport, which serves approximately three million passengers annually, the space has established L'Oréal’s travel retail offering for the city.
The Maybelline-owner is tapping into what it claims is a “booming African beauty market”, which has seen increased demand for “premium and experiential” purchases.
Passengers can shop beauty brands including YSL, Armani, Lancôme, Prada, Valentino, Mugler, Viktor & Rolf, Ralph Lauren and Maison Margiela.
Clinical brands such as La Roche-Posay, Vichy and CeraVe, which are experiencing a boom in demand in 2025, are also featured in the space.
This marks the first time L’Oréal’s dermatology portfolio has become available in this format within Africa.
“This store is truly best-in-class, designed for engagement with Africa’s most sophisticated travellers,” said Patrick Richmond Utomoibor, L’Oréal Travel Retail EMEAI Area Manager for the Africa Zone.
“It embodies our focus on consumer centricity, offering luxury brands, tailor-made offers and expert service from highly trained beauty advisors.
“Simply put, this store is shaping the travel retail landscape in Africa.”
Supporting shoppers is a team of ‘Beauty Advisors’ who will provide consultations for shoppers to address specific beauty and skin care needs.
Utomoibor added: “It is a project meticulously designed to cater to the evolving needs of Nigerian and African travellers – and a reflection of our ambition to shape a future ecosystem for Africa Travel Retail.
“Beyond offering exceptional products, our vision is to foster an environment of inclusivity, accessibility and sustainability across the continent.”
IAM’s work focuses on luxury beauty distribution and development across Sub-Saharan Africa.
It represents a portfolio that includes L'Oréal, Coty, LVMH, Puig and Chanel, among others.