Darling Kenya,
East Africa’s leading hair extensions manufacturer, is scaling up its
operations in the Ksh 25 billion market with the introduction of a premium
braid – a product which will offer Kenyan consumers more delight, as well as
care for her own hair.
The result of
an extensive research and development process, Elegant Braid is made from a
combination of premium light-weight fibres that ensure the hair is not pulled,
hence taking care of the hairline. This braid offers a neater, shinier finish
because of its smooth texture and long-lasting sheen. The premium fibres also
give Elegant Braid the best full hot water curls to ensure different styling
options and keep consumers looking fashionable.
Darling Kenya
Marketing Manager, Victoria Kieti-Chesire, said the introduction of the Elegant
Braid leverages the brand’s continued commitment to consumer-relevant
innovation and quality, as it seeks to maintain the trust it has built over
generations.
"The Kenyan
consumer is demanding more from brands, especially in the fashion industry. She
wants brands that understand her...her aspirations, dreams, challenges, fears.
She is increasingly fashion-forward and hence braids must fulfil her fashion
aspirations, but still remain fun, simple and easy to manage.
"Darling
puts the consumer at the heart of every innovation, ensuring every new product
is the result of strong consumer insights. Professional validation by the best
hair stylists ensures that our products deliver on their brand promise. This is
how, at Darling, we continue to create consumer delight.
The Elegant
Braid addresses the consumer pain point of heavy braids that affect their
hairlines. It offers consumers a sleeker, more lustrous and shiny look that
looks fresher for longer," said
Ms. Chesire.
Ms. Chesire
added that the brand will seek to increase its equity and advocacy through
tailor-made engagements with local salons and stylists.
Darling
Kenya’s range of products include braids, synthetic weaves, wigs and crochet,
which has helped the brand build a significance footprint in the region. The
brand enjoys a premium position in the Kenyan market with significant market
share.
“As a
salon, we are excited by Darling’s investment in a high-end hair extension. It
will enable us to deliver great hair, value and service to our customers. We
appreciate that Darling shares our vision
and values to deliver the best quality products and services to meet the needs
of our consumers,”
said Dan Nduru of Daniella’s Salon and Spa.
In 2011,
Godrej Consumer Products Limited (GCPL) entered into a partnership with Darling
Group Holdings, a leading pan-African hair care company.
Darling, with
operations in 14 countries across Africa, is a market leader in hair extension
products; a category it has pioneered in the continent. In fiscal year 2017,
GCPL ‘s hair extensions and wet hair care products businesses,
contributed to 43% of the
company’s revenues from international businesses.
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