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Dark and Lovely takes anti-breakage campaign to campuses

By News Express on 22/02/2013

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Dark and Lovely Anti-Breakage, the premium hair product from the stable of L’Oreal Nigeria, has continued to engage major stakeholders in its business line, taking the first ever hair treatment mobile saloon to the University of Lagos (UNILAG) on Valentine’s Day.

Other tertiary institutions lined up for the Dark and Lovely Anti-Breakage brand activation include College of Education, Ijaniki, Lagos State Polytechnic, Isolo and Ikorodu, Lagos State University, Ojo and Yaba Tech, Yaba, amongst several other designated institutions in Lagos.

News Express recalls L’Oreal last year embarked on a successful pan-Nigeria hair professionals activation campaign in Lagos, Aba and Abuja for Dark and Lovely Anti-Breakage.

Speaking on the this year’s campaign, the Head, Education and Training, L’Oreal Nigeria, Mrs. Titilola Igri-Offor, said that the brand activation is aimed to engage the end-users by offering free hair touch up to students, and enlighten them on the benefits of the anti-breakage product.

On whether the campaign will be limited to Lagos, Mrs. Igri-Offor, said: “We will be going to other states of the federation when we are done with Lagos. Certainly, other locations will be picked but Lagos is the first locations.”

Giving an insight into the campaign that took the industry by storm in 2012, Igri-Offor said: “The first set of activation we had or we did was actually for hair professionals. We spoke with the hair professionals because in the industry they are the first point of contact between the product and the consumers. So, when the product was launched we called them together and they endorsed it; they actually say it is the best hair product that is being launched into the Nigerian market, so the next step is to speak with consumers so that is what we are in schools because the consumers are in schools and they are our target audience.”

Dark and Lovely anti-breakage contains wheat germ oil and reparative ceramide. The wheat germ-oil nourishes while the ceramide repairs the hair, therefore, the brand offers a two way benefit to women.

Beyond offering free hair service to consumers, the Head, Education and Training of the company also shared the business strategy to retention and provoke repeat call. She said: “The first strategy that would provoke repeat call is the efficacy of the product, the outcome and the result of the product. I don’t believe there is any woman that would have her hair put back on track and want to go off track again. So,  many hairs we have seen have been damaged because of bad products, so many of them not really kept but we try to treat and put back on track, we are sure that they will keep to it because it actually suit them and they like it.”

Miss. Mojisola Adeleke, a second-year student of Mass Communications in UNILAG, who benefited from the Dark and Lovely Anti-Breakage mobile saloon campaign, said she never realised how good the product is until her experience at the mobile saloon. “I am amazed at the efficacy of this brand,” she said. “It can never be compared to any other hair beauty brand, it is just exceptional and unique. Really, I can’t imagine going back on it. I encourage other women to embrace it and they would not regret choosing the product.”

Photo (L-R): Hair Technician, Dark and Lovely, Mr. Omobolaji Alade-Ifa; Head, Education and Training, L'Oreal Nigeria, Mrs. Titilola Igri-Offor; Coordinator, Mobile Salon, Dark and Lovely, Mr. Steve Kumaglo; Coordinator, Ms. Veronica Akporu and Chief Executive Officer, Mabatpro Exeperiential Agency, Mrs. Nana Milagrosa Utomi, during the hair anti-breakage activation by Dark and Lovely, at the University of Lagos . . . on Thursday.

Source News Express

Posted 22/02/2013 7:51:44 PM


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