At an exclusive event held in Lagos, Darling, a brand manufactured and marketed by Lorna Nigeria, re-launched its range of fashionable and durable human and synthetic hair products in the market to improve is value proposition to its 150 million strong market across Nigeria and Africa.
Known to stand for beauty and transformation of the African woman through quality hair extensions, the brand has revamped with innovative new hairstyles, superior product benefits and richer colors.
Lorna Nigeria is one of the pioneers of hair extensions in Nigeria, in partnership with Kaneka, Makers of Kanekalon quality fibers. It would be recalled that in September 2011, Godrej Consumer Products Limited entered into a partnership with the Darling Group, using the best capabilities within both groups through brand building and distribution to expand its reach. With a vast catalogue of hair extension styles at a range of attractive prices, including braids, weaves and crochets, the brand caters to over 150 million women across the continent.
Re-launching with three new hair extensions; the SuperSoft braids, which are softer in texture and longer than any other braids in the market, the Natural Twist which can be braided or styled and Afro Kinky, which is a tribute to the natural hair movement that has picked up across the world, the brand seeks to consolidate itself as the hair leader in the country.
Darling is present in 21 countries across Africa. Over 30 years of experience and expertise in the field of hair has offered Darling some degree of market leadership in most of the countries that it operates in. With a vast catalogue of hair extension styles at a range of attractive prices, including braids, weaves and crochets, the brand caters to over 150 million women across the continent.
The head of business, West Africa, Chitwan Singh, said, “Darling understands that today’s multi-dimensional woman wants more out of life and liberation from conventional hairstyles. We are passionate about hair and the transformative power it can have on a woman’s sense of being. Darling equips African women with an indispensable freedom to effortlessly channel any style, anytime with ease. We deliver innovative trendy hairstyles which are also value for money. Darling believes that every African woman should be the best that she can be. Looking like a fashionable trendsetter, while switching between so many roles should be made easy and great for an everyday woman”
To reflect their desire to always help women transition easily between a number of on trend looks, Darling is currently running the #FindYourBeautiful campaign which “is all about empowering the African woman to find what makes her feel most beautiful, most confident, most herself; to match her aspiration as she transitions in her role, her change in mood, or even change of preference.”
Darling has tremendous affinity with salons across the country and with the factory located in Lagos, the brand says it is keen on receiving regular feedback from and delivering the best styles for its esteemed consumers.