Darling launches premium hair brand

Move to create grow consumer demand and accelerate growth in the Sh25 billion Kenyan hair market

Darling Kenya, the hair extensions manufacturer, is scaling up its operations in the Ksh25 billion market with the introduction of a premium braid. Braid is made from a combination of premium light-weight fibres that ensure the hair is not pulled, hence taking care of the hairline, the company says.

“This braid offers a neater, shinier finish because of its smooth texture and long-lasting sheen,” says Darling Kenya Marketing Manager, Victoria Kieti-Chesire. “The premium fibres also give Elegant Braid the best full hot water curls to ensure different styling options and keep consumers looking fashionable.”

Ms Chesire said during the launch in Nairobi that the introduction of the Elegant Braid is part of Darling Kenya’s innovation and quality enhancement.

“The Kenyan consumer is demanding more from brands, especially in the fashion industry. She wants brands that understand her…her aspirations, dreams, challenges, fears. She is increasingly fashion-forward and hence braids must fulfil her fashion aspirations, but still remain fun, simple and easy to manage,” she said.

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Ms. Chesire added that the brand will seek to increase its equity and advocacy through tailor-made engagements with local salons and stylists. Darling Kenya’s range of products include braids, synthetic weaves, wigs and crochet, which has helped the brand build a significance footprint in the region.

In 2011, Godrej Consumer Products Limited (GCPL) entered into a partnership with Darling Group Holdings, a leading pan-African hair care company.

Darling, with operations in 14 countries across Africa, is a market leader in hair extension products. In 2017, GCPL ‘s hair extensions and wet hair care products businesses contributed to 43% of the company’s revenues from international businesses.

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