Darling relaunches as it positions itself for growth

Darling has relaunched the brand with the introduction of product range as part of its growth strategy in the region.

Known to stand for fashion and transformation of the African woman through quality hair extensions, the brand has revamped itself with a new brand look, new hairstyles, superior product benefits and richer colors. The relaunch will see Darling change its packaging, logo and add a huge new portfolio to its range of products that include braids, weaves, wigs and crochet as it seeks to increase its footprint in the region

Darling Kenya Chief Executive Officer Gaurav Kaushal said that the relaunch is part of the brand’s continued commitment to consumer-relevant innovation and quality, as it seeks to maintain the trust it has built over generations.

“As the market leader in a Ksh 25 billion industry, 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 Kenyan women with an indispensable freedom to effortlessly channel any style, anytime with ease. We deliver innovative trendy hairstyles which are also value for money,” said Kaushal.

Over the last 30 years, Darling has invested over Ksh 100 million in research and development for the development new hair products for the mass market. Through its engagement with hairstylists across Kenya, the company has introduced over 50 product lines in the last two years.

To reflect their desire to always help women transition easily between a number of on-trend looks, Darling is currently running the #FindYourBeautiful campaign.

Darling Kenya Marketing Manager Victoria Kieti-Chesire said the brand believes that every African woman is beautiful, there is no one definition of beauty, every woman should have the freedom to express herself in her own unique way – set her own fashion standard.

“#FindYourBeautiful is all about empowering the African woman to find what makes her feel her most beautiful, most confident, most herself; to match her transition in role, her change in mood, or even change of preference,” said Chesire.

The relaunch comes with a robust portfolio of new hair extensions themed “Curls & Color” to cater for the biggest fashion season trends in November and December. Among these are fancy colored braids, trendy weaves, crochet styles and premium lace wigs.

Darling Kenya continues to collaborate with Kanekalon to provide consumers access to the best quality hair fibers. In 2011, Godrej Consumer Products Ltd. entered into a partnership with the Darling Group, leveraging the best R &D capabilities to serve the needs of the Kenyan consumer.

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Darling, with operations in 21 countries across Africa, is a market leader in hair extension products; a category it has pioneered in the continent catering for over 150 million women across the continent.