In the beauty industry, standing still is never an option. For over 27 years, House of Tara has been a trailblazer in Nigeria, setting trends and establishing itself as a household name. But as markets evolve, so too must brands if they wish to remain relevant and, more importantly, grow. This reality has sparked crucial discussions at House of Tara about the brand’s future, its marketing strategies, and the potential to become a global beauty powerhouse.

In a recent interview with the marketing lead at House of Tara, we delved into the brand’s challenges, opportunities, and ambitions to compete with giants like Fenty Beauty. Here’s what we uncovered.

Marketing Evolution: A Critical Struggle for House of Tara

For House of Tara, the marketing journey hasn’t been smooth in recent years. Despite being one of the most recognizable beauty brands in Nigeria, they’ve faced a significant challenge: keeping up with an ever-changing market. The brand’s biggest struggle lies in bridging the gap between its legacy and the expectations of a younger, more digitally-savvy generation—Gen Z, the demographic now holding the lion’s share of purchasing power.

For the past five years, House of Tara has struggled to stay relevant in a fast-evolving beauty industry. While the brand has built an enviable reputation based on loyalty and trust, its reliance on traditional marketing methods has left it playing catch-up with the newer, more aggressive marketing tactics of global competitors. As the marketing lead candidly explains,

“We were stuck in our old ways. We didn’t evolve fast enough, and it’s cost us a connection with the younger market.”

This disconnect has been particularly evident in their digital marketing strategy. While global beauty brands rapidly adapt to new platforms like TikTok and leverage user-generated content, House of Tara has had to recalibrate its approach to remain competitive. In today’s fast-paced digital landscape, any delay in responding to shifts in consumer behavior can leave even an established brand scrambling to regain its footing.

But the brand isn’t standing still anymore. Recognizing the need for constant evolution, House of Tara is now taking significant steps to innovate. Their current strategy focuses on developing products that not only resonate with younger audiences but also maintain the high quality that long-time customers expect. “Marketing is about evolution,” the marketing lead stressed, and for House of Tara, the journey ahead is about finding the balance between staying true to their roots and embracing the future.

The Global Ambition: Competing with Giants like Fenty

What truly makes global brands global? It’s not just about having an international presence; it’s about creating products and experiences that resonate with diverse audiences across different markets. Global beauty giants like Fenty Beauty and The Ordinary have mastered this art by producing high-quality, inclusive products while maintaining transparency and addressing universal consumer needs. Nigerian brands are following suit—Arami Essentials and Jumia are perfect examples of homegrown brands with global reach. They’ve managed to tap into the international market by staying innovative, relevant, and adaptable.

When we asked about House of Tara’s global potential, the response was clear: the ambition is there, but the execution is key. “We have the potential to be a global brand, operating on the same level as Fenty Beauty. But to get there, we need to be more than just a Nigerian or African brand—we need to create picture-friendly products that resonate with a global audience.”

Corporate social responsibility (CSR) has long been a powerful tool for brands looking to position themselves effectively in the global market. By aligning with meaningful causes, companies have been able to build stronger connections with their audience and enhance their brand perception.

For House of Tara, CSR plays a pivotal role, particularly through its focus on female empowerment. Brands that champion social issues have historically seen increased loyalty and recognition, and House of Tara recognizes that furthering its commitment to female empowerment could be instrumental in achieving international success. As they put it, “If we align more of our activities with female empowerment, it will position us globally.“

House of Tara’s path to becoming a global brand rests on its ability to develop products that go beyond meeting the needs of local markets and resonate with international consumers. The key to this evolution lies in consistently producing high-quality, innovative beauty products that cater to global trends while maintaining the brand’s unique identity.

As the international beauty industry moves at a rapid pace—with brands like Fenty Beauty and Estée Lauder launching new products almost daily—House of Tara understands the importance of staying agile. To truly compete on a global scale, they must not only keep up with these industry giants but also anticipate market shifts, respond quickly to consumer demands, and continuously push the boundaries of creativity and product development.

Digital Marketing: The Power of TikTok and UGC

With over 33 million social media users in Nigeria, and 88% of internet users accessing YouTube, the digital landscape offers massive potential for brands to connect with their audiences. In 2023 alone, TikTok saw a surge in popularity, with over 20% of Nigerian users engaging with the platform regularly. When it comes to marketing channels, House of Tara is making bold moves to leverage this digital wave.

“Instagram remains our biggest channel, but TikTok and YouTube offer untapped potential for storytelling,” said the marketing lead.

These platforms are not just spaces for visibility—they are engines for engagement and growth.

Nigerians are key consumers of these platforms, and TikTok, in particular, has been a game-changer for brands across the globe, offering a fresh and creative way to showcase products and reach younger audiences. As House of Tara begins to explore these channels, the brand aims to tap into this digital energy, creating engaging content that resonates with both its loyal customer base and a new generation of beauty enthusiasts.

User-generated content (UGC) has become a crucial strategy for beauty brands, and House of Tara is no exception. Recognizing the impact of authentic representation, the brand is investing heavily in UGC.

For beauty brands, UGC fosters trust and relatability, making it a key tool for building brand loyalty. Moving forward, House of Tara plans to amplify collaborations with influencers who align with the brand’s core values while carefully expanding its digital presence across multiple platforms.

“UGC is powerful because we’re leveraging real people who resemble our current audience. It feels more genuine, and that’s what resonates with today’s consumers,” shared the marketing lead.

However, the team is aware of the risks. “Focusing too much on Gen Z might alienate our current audience, so we need to evolve slowly and ensure we keep delivering quality products that everyone loves.”

Deep Market Insight: The Role of Cultural Relevance in Customer Service

A key pillar of House of Tara’s success is its profound understanding of the Nigerian market. With a robust network of stores spanning across the country, and over 60 locations in total, the brand has established a strong physical presence that complements its digital efforts. This extensive reach allows them to engage with a broad spectrum of consumers directly.

Central to their customer service strategy is cultural relevance. According to recent studies, 70% of Nigerian consumers prioritize brands that align with their cultural values and preferences. House of Tara leverages this insight by ensuring that every customer-facing employee is well-versed in the specific needs and expectations of different age groups. “Cultural relevance is at the heart of our training,” the marketing lead explained.

By tailoring their training programs to emphasize not just product knowledge but also an understanding of customer backgrounds, House of Tara delivers a personalized service that builds lasting relationships.

This approach is supported by research indicating that 80% of consumers are more likely to remain loyal to brands that offer personalized experiences.

“We don’t just train our staff to sell products, we train them to understand our customers,” the marketing lead added.

This focus on personalized service helps House of Tara stand out in a competitive market and ensures that their customers feel seen and valued.

The Future of Nigeria’s Beauty Industry

Finally, we discussed where the beauty industry in Nigeria is heading, and the marketing lead was optimistic.

“The Nigerian beauty industry has incredible potential. It’s lucrative right now, with billions being made annually, and celebrities are launching new product lines almost every day.”

In the next 4-6 years, we expect the industry to see even more advancements, with new brands sprouting up and the demand for high-quality, innovative products continuing to grow. House of Tara plans to position itself as a leader in this landscape, building on its strong foundation of loyal customers, innovative products, and a commitment to female empowerment.

Essential Insights for Beauty Business Owners

For beauty business owners, the marketing lead offers sage advice: “Be a solution provider.” Whether it’s solving a problem with a new product or addressing a gap in the market, brands that succeed are those that listen to their customers and respond with relevant, high-quality solutions.

By focusing on empowering its customers, evolving with the times, and remaining true to its values, House of Tara is poised to maintain its legacy while stepping confidently into the global arena.