19th October, 2012
Having successfully hosted over 4,000 hair professionals in Lagos last month, the train of Dark and Lovely Anti-Breakage range, has moved to Aba, the commercial city of Abia State where 2,500 hairstylists and dressers are expected to engage with the brand.
A tripartite launch of the new range of Dark and Lovely anti-breakage product first took place in Lagos four weeks ago before moving to Aba for the south east launch.
Promoters of the brand say they have concluded plans to allow northern consumers experience what their western and southeastern counterparts have enjoyed in the last few weeks by launching it in Abuja in a fortnight.
The promoter also said the 111-year old signature of the L’Oreal Group dedicated to Afro beauty, SoftSheen Carson, has discovered from its institute that African hair is the most vulnerable of all and the most prone to breakage.
According to them, research has shown that the natural surface of Afro hair bears the most numerous weak points because its cuticles do not perfectly overlap as a result of its twisted shapes.
According to brand promoters, the good news for consumers from the African descent is that L’Oreal, renowned scientists have created the perfect solution to fight breakage for Afro hair.
Speaking during the launch in Aba, the Head, Education and Training, L’Oreal Nigeria, Mrs. Titilola Igri-Offor said: “We are expecting about 2,300 stylists in Aba because in Lagos, we hosted over 4,000 hair stylists.”
“Dark and Lovely has been part of us, it has been in existence for years. However, Anti-breakage is a new range for us. We launched it in Lagos in September. It is a regional launch for us and the train would move from here to Abuja in the next three weeks,” she said.
“We are here in Aba to host Nigeria hairdressers to present them with our new Dark and Lovely anti-breakage range.”
“We know that the major problem women face with the hair is breakage and secondly is the lack of moisture in the hair and that is the dryness of hair, adding that the current range of the company’s hair products were designed to help with the dryness problem and that is why the range was called moisture plus.
“The new addition now is to treat the breakage problem and therefore, if you have dry hair you should keep patronise our current range,Dark n Lovely Moisture Plus, and if you have breakage problem with your hair then you should go for the new released Anti-Breakage range,” Igri-Offor said.
Sharing her experience on the campaign, so far, the head of education and training stated that the activation has recorded a huge success as a result of patronage experienced both in Lagos and Aba.
“It has been great. Millions were sold the day we launched in Lagos and here in Aba and that goes to show quality of our product. I didn’t expect anything less. The launch in Lagos was a success and we are already taking orders from dealers here in Aba. So, we are overwhelmingly accepted here as well.”
—Henry Ojelu