The African Business Review July-August 2014 | Page 82

country, I always encourage them to consider launching the
brand in the U.S. Any brand that becomes successful in the
U.S. will be more likely to be respected at home.
After a product reaches a certain level of quality, other factors
increasingly determine whether or not it is regarded as “luxury.”
In many developing nations, a product is more likely to be

The face of luxury in the U.S. is changing
most rapidly. As it changes in the U.S., it will
gradually change around the world.
regarded as “luxury” if it is sold by, say, a French company (if it
is in beauty and fashion) or a German or Italian company (if it
is an automobile). In the U.S., by contrast, there is a growing
trend to include social and environmental considerations into
purchasing decisions even at the high-end of the consumer
products market. Those college students from Harvard and
Stanford in the 1990s are now the investment bankers and
tech entrepreneurs making millions today - but many of them
continue to maintain a commitment to ethical purchasing. As
a consequence, the face of luxury in the U.S. is changing most
rapidly. As it changes in the U.S., it will gradually change
around the world.
of the art of scents in Grasse, the traditional perfume regions of
France, and worked with him to create customized fragrances
that worked well with Senegalese ingredients. I also identified
the most professional packaging experts in the beauty industry to
work with me to develop a packaging concept that communicates
a “contemporary Africa” image for my products.

The result is Tiossan, a luxury brand based on indigenous
recipes from Senegal, created by a Senegalese entrepreneur. But
what makes the brand more compelling for the U.S. luxury market
is the fact that the brand is committed to social and environmental
practices, and that it contributes to a social cause. Our products
use all natural ingredients, each of which has been vetted to
ensure that it is both good for your skin as well as good for
the environment. Our factories in Senegal, when ready, will
feature healthy working environments and healthy housing. Most
importantly, Tiossan is financing 21st century schools designed
to develop creativity, innovation, and entrepreneurship among
the next generation of Senegalese young people. Tiossan has
already been featured by the New York Times and by New York’s
Fashion Week, one of the most important events in the world in
the fashion and beauty industry.

A U.S. fashion blogger’s review of a Tiossan product shows
exactly how the high-end U.S. market integrates a passion for
product quality with a concern for “meaning” (see previous page).
The blogger knows that the women who read her blog are eager
to know both that a product is good for the skin AND that the
company producing the product is doing good things in the world.
I am often asked when Tiossan products will be available
in Africa. I would love for Tiossan to be supported by African
investors and consumers. But I know that it is more likely to
become a successful luxury brand in Africa after it has become
more widely known in the U.S. because the U.S. has the largest
“cultural creative” demographic in the world.
I serve as a mentor to dozens of developing world
entrepreneurs who aspire to develop consumer brands. While
sometimes it is appropriate to launch a brand in their home

82 | The African Business Review

About the Author:

Magatte Wade is the founder and CEO of Tiossan, a highend natural skin care company base