Godrej Launches Profective Mega Growth Hair Care Brand


Profectiv MegaGrowth, an iconic brand from the Strength of Nature family which has a  history of providing exceptional and effective hair care products for African women across the globe, has launched operations in Nigeria through Godrej Nigeria Limited, a leading Nigerian FMCG company. In its endeavour to celebrate Nigerian women and provide world-class hair solutions, the company showcased the innovative Crème on Crème No lye relaxer, which offers superior hair manageability at affordables prices.

Strength of Nature’s team of scientists and cosmetologist have worked tirelessly over years to identify the fundamental causes of hair and scalp damage in order to understand how to prevent and treat it. Their extensive research helped them to identify the most nourishing and strengthening ingredients which make Profectiv MegaGrowth range the perfect solution to counter the daily stresses of heat styling, weaves, hair color and hair style transitions.

With this collaboration, Godrej, which is already one of the leaders in the hair extensions category in Nigeria, will become one of the first Nigerian companies to offer end to end hair solutions.

Profectiv MegaGrowth announced Tiwa Savage, the award-winning Nigerian musician as its brand ambassador, and also unveiled its first-ever TVC starring her. The Nigerian icon epitomises the attitude and confidence that is synonymous with the brand.

Excited to be part of this association, Savage said, “I am thrilled to be associated with MegaGrowth, a brand that is loved across the entire African continent. 

The team at Profectiv MegaGrowth is made up of true hair experts who understand the importance of hair for African women. I admire the fact that this brand celebrates Strong and Beautiful women.”

During the press conference held in Lagos, Mario de la Guardia, President and Founder of Strength of Nature said, “Our vision and commitment is to provide the highest quality, most innovative hair care products that meet the diverse needs of our consumers worldwide. 

“While we have made significant strides in achieving this vision in the US, our strategic global partnership with Godrej representing our brand provides us with a unique opportunity to better serve the huge number of potential consumers outside the US, especially in Africa. 

The synergies between our strong US platform and Godrej’s African footprint are compelling, as is our shared commitment to excellence and innovation for the betterment of our employees, consumers and communities.”

Talking about the launch, the Marketing Head, Godrej Africa, Prashant Chacko said, “We at Godrej are here to celebrate the indomitable spirit of Nigerian women. 

We appreciate the role that they are playing in the transformation of the country and also understand the importance of great hair to them. Profectiv MegaGrowth is here to support them in their journey of personal transformation by offering them superior products which promote strong and beautiful hair.”

Profectiv MegaGrowth was introduced to the press at a Landmark Event Center on Saturday, September 9th, 2017, after which a launch party was held at the same venue. Panelists at the conference included Marketing Head, Godrej Africa, Prashant Chacko, Mario de la Guardia, President & Founder – Strength of Nature, Tiwa Savage, MegaGrowth’s Brand Ambassador, Ayodele Otujinrin, Marketing Manager – Godrej Nigeria and Rakesh Sharma (Head of Sales – Godrej Nigeria).