Collaborates with regulatory agencies to protect $300m investment
The use of technology and collaboration among regulatory bodies would assist in curbing the menace of brand counterfeiting, the manufacturers of a range of fashionable human and synthetic hair extensions in the Nigerian market, have said.
Business Head, West Africa, Godrej Consumer Products, Chitwan Singh, told The Nation that the firm has no choice than to embark on the exercise because it could not jeopardize its investment in a sector, where it has a market share of over $300 million.
Singh said the firm is continuing its investment in research and product development to protect its brand values covering a catalogue of hair extension styles catering to over 150 million women across the continent
He said many unscrupulous marketers are faking the brands of others in an environment where there is similarity in brand identity to deceive customers, saying the menace of brands counterfeiting is what has propelled the firm to relaunch some of its products.
He said Darling, a brand manufactured and marketed by Lorna Nigeria, was re-launched in Lagos as a fashionable and durable human and synthetic hair extensions for the Nigerian market, adding that Lorna Nigeria is one of the pioneers of the hair extension business in Nigeria, in partnership with Kaneka, Makers of Kanekalon quality fibers.
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Singh said 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.
He said: “ Darling is present in 21 countries across Africa. Over 30 years of experience and expertise in the field of hair means that Darling enjoys market leadership in most of the countries that it operates in.
“ In Nigeria, we have re-launched 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.”
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, he said 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 her 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 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, Singh said.
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