dark and lovely

Mary Ekah

The Nigerian woman and in extension, the African woman can now flaunt her natural hair without the fear of breakage and may be the days when trend was that African women suffer from persistence hair breakage will be bygone as a market leader in hair products, Loreal Nigeria, makers of Dark and Lovely range of hair products, has come up with a new innovation to help refertilize the hair and stop the breakage.

Speaking recently at the launch of the new range of dark and lovely anti-breakage hair treatment products to an audience of over 3,500 professional hairdressers in Lagos, the Country Education Manager of the company, Mrs. Titilola Igri-Offor, said African hair is the most vulnerable of all and the most prone to breakage.

She explained that research shows that the natural surface of Afro hair bears the most numerous weak points because its cuticles do not perfectly overlap as a result of its twisted shapes, noting therefore that the new rang of Dark and Lovely anti-breakage hair products, which comes with nutritive wheat germ oil and a reparative ceramide as a unique selling point, is to provide perfect solution to fight breakage for Afro hair.

“We are here today to launch our new range of anti-breakage to 3,500 hair professionals to help them fight the breakage problems encountered by the Nigerian and African women in general,” Igri-Offor said.

“We discovered that there is a trend where the women’s hairs are breaking, so as a market leader, we have come up with a new innovation with nutritive wheat germ oil and a reparative ceramide as a unique selling point to help refertilise the hair and stop the breakage. So what we are putting out is a line extension and we have gathered 3,500 hair dressers in Lagos to do demonstration for them to see as a testimonial that really an African woman can flaunt a natural hair without breakage,” she noted.

The Dark and Lovely anti-breakage range, Igri-Offor said has been scientifically proven that it is the only range of products that puts back the ceramide lost to guarantee up to 10 times less breakage.

The anti-breakage range of products includes the complete relaxer kit, the strengthening oil moisturiser, nourishing hair butter, and healing treatment.

Speaking on what differentiates the new range from the normal range of Dark and Lovely hair products, Marketing Director, Loreal Nigeria, Mrs. Severine Fadiaro-Lemon, explained that the major problem that women face with the hair is first of all breakage and then lack of moisture and dryness of the hair.  She noted therefore that the current moisture products were designed to help with the dryness problem, adding, “that is why the range is called ‘Moisture Plus’.

“The new addition now is to treat breakage problem, so if you have dry hair, you should keep with our current range, Dark and Lovely Moisture Plus. And if you have breakage problem with your hair, you should go for our new range of products”, she said.

Fadiaro-Lemon who said Dark and Lovely is a premium brand, noted that the company is ready to deliver quality products to women in Africa and across the world, adding ‘African women deserve the best to be able to look good and feel good about themselves. Loreal Nigeria goal is to cater for every one’s problem and to be available to everyone and that is why we have opened a subsidiary here in Nigeria. We have only been operating here for only eight months now and we want to push our products on the shelves to make sure that they are available for every one to buy.  She said further that the next step after opening the subsidiary in Nigeria was to partner with national distributors who have great potent in Nigeria, not only in urban areas but also in the semi-urban areas and across the country. “We really want to push the accessibility and availability with the help of these partners,” Fadiaro-Lemon noted.