–Article written by Buumba Chimbul
Banking on innovation and strategically positioning the business on the market, Towani Beauty Products sees itself dominating the cosmetic industry in Zambia.
Producing skin care products which do not harm the skin, the company believes that the Zambian cosmetic industry has spontaneous potential to grow.
The cosmetic industry is a scientifically-driven industry based on constant innovation and product development.
With more cosmetics on the market today than ever before, it becomes obvious that they play a great role in the everyday life.
It is from this point that Towani Beauty Products has for the last 12 years penetrated the cosmetic industry and intend to expand while relying on innovation and strategic positioning in the market Towani Beauty Products Chief Executive Officer, Bwalya Phakathi, has expressed confidence that her company will brave the hostile business environment caused by the COVID-19 pandemic through being innovative.
According to Ms Phakathi, the company this year sees itself expanding the numbers of clients by 30 percent.
“For 2021, we have plans to grow the numbers to 30 percent so there is potential to grow the business to a larger scale.
“We are relying on innovation. One has to be innovative by improving products and services to suite the current situation,” she said in an interview.
When asked how the company will successfully grow the numbers, Ms Phakathi confidently stressed that every crisis has an opportunity.
This is in an apparent reference to the COVID-19 pandemic.
She emphasised every crisis has opportunities and this all depends on the mind-set or the approach one has.
The Chief Executive Officer boasts of knowledge of dynamics in running a business, not just a cosmetic industry but in different fields too.
Ms Phakathi this month graduated from Arizona State University under Thunderbird School of Global Management.
She is part of the class of 2021 Academy For Women Entrepreneurs fighting with much resilience who officially had their 2nd virtual graduation ceremony that was graced by Chargè ď Affairs of the American Embassy, David Young.
She has successfully received certification of the Dream Builder Entrepreneurial Training.
Ms Phakathi will use the knowledge attained to expand Towani Beauty Products.
From the manufacturers of various beauty products, to millions of users across the globe, the beauty industry is considered one of the top revenue earners in various economies around the world and therefore justifies its existence in the modern world. This growth has been boosted by easier methods of purchasing good and methods of payment and delivery.
Ms Phakati grew from having a clientele based in one city to delivering nationwide and even globally due to increased E-payment methods and financial access.
“We have customers in the United States, United Kingdom, South Africa and eSwatini,” she stated.
The Chief Executive Officer believes that it is becoming common for people to focus and enhance their grooming saying there is therefore a big deficit and the cosmetic industry is very lucrative.
She stressed that one only has to be innovative and strategic in the way they position themselves on the market.
“We use a combination of natural organic ingredients which are honey, lemon, rice, coffee, grain and eggs among others.”
These are sourced from various suppliers and of course E-transfers aid in this transfer of goods, providing much needed income to local suppliers many of whom are women.
Towani Beauty Products, like any other business has enhanced its digital platforms to expand the business.With this in mind, one can agree that digital marketing trends are overtaking the cosmetic industry.
The beauty industry is undergoing massive disruption and as technology evolves, there are new challenges, opportunities, risks and rewards opening for brands and marketers.
While this is taking place, digital payments have also come into play, especially with the onset of COVID-19.
Towani Beauty Products for example has taken advantage of the spontaneous growth the digital payments.
According to Ms Phakathi, digital payments have worked as a very good advantage especially that they do not have to stress about transactions.
“Clients within and outside Lusaka, pretty much all the 10 provinces of Zambia has worked well for our business, it is very advantageous, even with our distribution partners, they also do electronic transfers when making their deposits to Towani,” she said.
She also says that electronic transfers have helped grow her business through the years and helped grow her client and supplier base.
Much as Covid-19 has amplified the usage of digital payments, it has also impacted the way businesses operate In the case of Towani Beauty Products, the biggest challenge is the transportation of packaging containers and boxes which it imports from South Africa.
It is however worth noting that social media does more than channelling trends, it also creates the industry, and is now driving the creation of new products.
Cosmetics brands have quickly moved from a product-based model to an experience-based model.
It is no longer just about the product.