Lorna Nigeria Limited, one of the pioneers of the hair extension business in Nigeria, has re-launched its range of Darling human and synthetic hair extensions in the Nigerian market.
This rebranding effort is targeted at making Darling hair extensions the product of choice for the African woman, particularly the Nigerian consumers. The company introduced three new extensions – the SuperSoft braids, which it said are softer in texture and longer than any other braids in the market; the Natural Twist, which can be braided or styled; and the Afro Kinky, which it said is a tribute to the natural hair movement trending the world.
Speaking at a media briefing in Lagos to announce the rebranded products, Loma’s 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.”
Ayodele Otujinrin, Marketing Manager, Godrej Consumer Products Limited, major distributors of Darling, said the rebranding of Darling reflect their desire to always help women transition easily between a number of on-trend looks. “Looking like a fashionable trendsetter, while switching between so many roles, should be made easy and great for an everyday woman,” he said.
According to Otujinrin, “Darling has tremendous affinity with salons across its market and with the factory located here in Lagos, Darling is keen on receiving regular feedback from, and delivering the best styles for, their consumers.”
Loma said Darling is present in 21 countries across Africa and has over 30 years of experience and expertise in the field of hair manufacturing, adding that its products enjoy market leadership in most of the countries 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,” it said.