Hello, I'm staff member Mmi (^^)/

Spring has arrived, bringing warm weather and the perfect weather for going out🌸
I can't wait for the days when I can dress up and go out without hesitation to return (^^)

With fewer opportunities to go out, Mmi has drastically reduced the number of times she goes to the hair salon over the past year or so.

Did you know that Nigeria is said to be one of the most fashion-conscious countries in Africa?

Nigeria overtook South Africa in 2014 and is now Africa's largest economy.
As the economy grows, more women are entering the workforce and their purchasing power is increasing, with more people being able to spend money on beauty products.

Nigerian women also know that if they can impress men, they will have better employment opportunities and the means to improve their social status.
That's why people seem to spend more money on beauty products during times of economic downturn and lack of employment.
(This does not mean that they should flatter men, but that beautiful and well-groomed women are more attractive. They benefit from dressing up nicely and making themselves look good.)

The hair care market is particularly leading the Nigerian beauty market.

For Nigerian women, hair care was once a way to free themselves from the complexes they felt about their curly hair, but it is now seen in a positive light as a way to express themselves.

The hair care market, which is hugely popular in Nigeria, is being dominated by a Japanese company.

Kaneka Corporation, a major chemical manufacturer, has been operating its hair products business in West Africa for over 30 years.
The company sells hair extensions and wigs made from its namesake acrylic synthetic fiber, Kanekalon, and has gained popularity, mainly in West Africa, where people are very conscious about fashion and hair design.

The Miss Kanekalon pageant was held in Lagos in 2015, 2016, and 2018, and the 2018 competition attracted more than 3,000 applicants from Nigeria and Ghana.
It seems that this competition allows participants to showcase their dreams and goals through creative hair designs and costumes using Kanekalon, and it is wonderful to see the high level of awareness shown by the women of West Africa.