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Darling hair extension re-launches in Nigeria amidst funfare

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Prashant Chacko (Head of Marketing, Africa), Chitwan Singh (Business Head, West Africa), Ayodele Otujinrin (Marketing Manager, Nigeria), Ruth Mwangangi (Marketing Head, Hair Care, Africa) Chukwuemeka Okeke (Head of Sales, Nigeria) at the Darling Press Conference held in Lagos…recently

Darling, a brand manufactured and marketed by Lorna Nigeria, recently re-launched its range of fashionable and durable human and synthetic hair extensions in the market at an exclusive event held in Lagos.

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.

Speaking with The Guardian, Business Head 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.”

To reflect their desire to always help women transition easily between a number of on trend looks, Darling is currently running the #FindYourBeautiful campaign. Ayodele Otujinrin, Marketing Manager, Godrej Nigeria said “#FindYourBeautiful 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.


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