According to the brand custodian, the brand which is known to stand for beauty and transformation of the African woman through quality hair extensions, is revamping with ‘innovative new hair styles, superior product benefits and richer colors’.
In September 2011, Lorna Nigeria’s partnership with Kaneka, makers of Kanekalon Quality Fibers, was further strengthened with the entrance of Godrej Consumer Products Ltd. into the Darling Group; a development that sees both parties harnessing the best capabilities within them to enhance their brand building and distribution initiatives.
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Speaking at the re-launch event in Lagos, the company’s Business Head, West Africa, Chitwan Singh explained that the company was re-launching in the nation’s beauty market with three new hair extensions: the SuperSoft braids, the Natural Twist and the Afro Kinky.
According to Singh, while the SuperSoft braids are softer in texture and longer than any other braids in the market, the Natural Twist which can be braided or styled. The Afro Kinky, Singh added, is a tribute to the natural hair movement that has picked up across the world.
“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; hence our commitment to equipping African women with an indispensable freedom to effortlessly channel any style, anytime with ease,” Singh stated.
Singh described the #FindYourBeautiful campaign, which the brand is currently running, as part of its desire to always help women transit easily between a number of on trend looks.
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