L’Oreal Fetes 4,000 Hair Professionals

Dark and Lovely beauty range from the stable of L’Oreal Central/West Africa has ended its pan-Nigeria brand activation campaign aimed at deepening the brand equity and market share of Dark and Lovely anti-breakage range products, which was launched some few weeks ago among Nigerian consumers.

The Abuja/Middle Belt leg of the campaign came to an end at the Women Development Centre, Garki, Abuja, last week as the brand hosted over four thousand hair professionals comprising hairdressers, barbers and beauticians from Niger, Kaduna, Nasarawa states and Abuja.

Dark and Lovely had earlier in the year stormed Lagos/West and Aba/East with similar campaigns where it recorded same number of hair professionals in attendance.

Dark and Lovely, the centenarian signature of the L’Oreal Group is dedicated to Afro beauty – ‘SoftSheen Carson’, which was discovered from its institute that African hair is the most vulnerable of all and the most prone to breakage.

Explaining the makeup of the new product to the mass from Abuja and middle belt, Head, Education and Training, L’Oreal Central/West Africa, Mrs. Titilola Igri-Offor said natural cement of the hair is the ceramide and the scientists have created a synthetic version to replenish these weak points.

She said: “Consequently, the Dark and Lovely anti-breakage range has been scientifically proved that it is the only range of products that puts back the ceramide lost to guarantee up to 10 times less breakage.”

By Henry Ojelu