L’Oreal East Africa Managing Director Patricia Ithau said for a long time, some women have been unhappy with the results they get after they relax their hair and others hide behind weaves because they find their hair unmanageable. Dark and Lovely is introducing a game changer in hair care for the African Woman, she said.
“Kenya is the 3rd global market to launch AMLA Legend,” said Mrs Ithau “and we believe that Kenyan women will fall in love with the product when they see and feel the difference in their hair after using Amla Legend.”
The Amla Legend product range will undo two years of damage in just two weeks and research conducted certainly supports this promise with 9 out 10 women surveyed saying that AMLA Legend delivered the perfect relaxation and treatment for their hair Advanced technology and the super-fruit qualities of Amla combine in this exciting and innovative new product range to deliver visibly rejuvenated hair. The AMLA ritual is a complete solution consisting of a relaxer, deep treatment mask, oil moisturizer and serum.
“AMLA Legend will ensure that Kenyan women never again suffer from bad hair. They can now comfortably and safely use a relaxer that is both affordable and good for their hair” she said. Ithau added, that the launch of Amla, “is a top priority launch because there has been no innovation done on Dark and Lovely relaxers since 1978. It will re-enforce Dark and Lovely expertise in relaxers and will also enable L’Oréal to aggressively compete against ingredient based relaxers.”
Amla Legend expects to recruit lapsed relaxer users thus growing Kit relaxer category by 20% by 2014. This is a very ambitious plan that will not only allow Dark and Lovely to maintain leadership of the kit business, currently at over 80% value share, but also allow the brand to stay ahead of the market, which is growing at a rate of 8%.
The company is investing heavily in educating the market on proper use of Amla Legend range to achieve the desired results and is targeting both stylists and consumers through a number of channels that include television, print, outdoor communication and in-store demonstrations. AMLA Legend range will be available at hair salons, beauty shops, supermarkets, pharmacies and grocery stores.
