Global entrepreneur launches brand in Lagos

A global entrepreneur in the beauty industry has launched an iconic brand from the Strength of Nature family, Profectiv MegaGrowth in Lagos, Nigeria, through Godrej Nigeria Limited, a leading Nigerian FMCG company.

Strength of Nature is one of the fastest growing companies in the multicultural hair care category, driven by its strong commitment to consumer understanding and product innovation.

With this collaboration, Godrej Nigeria Limited, which is already one of the leaders in the hair extensions category in Nigeria, will become one of the first Nigerian companies to offer end to end hair solutions, analysts in the industry believe.

Mario de la Guardia, President and Founder of Strength of Nature said, speaking on the product at a press conference, which announced Tiwa Savage as its brand ambassador, Said: “Our vision and commitment is to provide the highest quality, most innovative hair care products that meet the diverse needs of our consumers worldwide.

“While we have made significant strides in achieving this vision in the US, our strategic global partnership with Godrej representing our brand provides us with a unique opportunity to better serve the huge number of potential consumers outside the US, especially in Africa.

“The synergies between our strong US platform and Godrej’s African footprint are compelling, as is our shared commitment to excellence and innovation for the betterment of our employees, consumers and communities.”

Strength of Nature’s team of scientists and cosmetologist have worked tirelessly over years to identify the fundamental causes of hair and scalp damage in order to understand how to prevent and treat it, the founder said.

The company said it was celebrating Nigerian women and providing world-class hair solutions by showcasing the “innovative Crème on Crème No lye relaxer which offers superior hair manageability at accessible prices.”

“I am thrilled to be associated with MegaGrowth, a brand that is loved across the entire African continent, he said.

Prashant Chacko, Marketing Head, Godrej Africa, said: “We at Godrej are here to celebrate the indomitable spirit of Nigerian women. We appreciate the role that they are playing in the transformation of the country and also understand the importance of great hair to them. Profectiv MegaGrowth is here to support them in their journey of personal transformation by offering them superior products which promote strong and beautiful hair.

Profectiv MegaGrowth was introduced to the press at a Landmark Event Center on Saturday, September 9, 2017, after which a launch party was held at the same venue. Panelists at the conference included Prashant Chacko, Head of Marketing, Godrej Africa; Mario de la Guardia  President and Founder, Strength of Nature; Tiwa Savage, MegaGrowth’s Brand Ambassador, Ayodele Otujinrin, Marketing Manager, Godrej Nigeria and Rakesh Sharma, Head of Sales, Godrej Nigeria.