Darling Kenya has today relaunched its Abuja hair extension brand portfolio in a move to drive market penetration and increase volume share.
The Abuja brand is the most purchased hair extension with over 50% market share in the hair extensions category. Abuja has been in the market for the past 11 years, and the re-launch is communicating its new and improved look.
Darling Kenya Marketing Manager Victoria Kieti-Chesire said that the relaunched brand seeks to address consumers need for more volume and consequently, value for money.
“We are seeing our consumers looking for extensions that mimic the trends from America and the United Kingdom hence this rebrand is in line with the changing market dynamics,” said Ms. Chesire.
Ms. Chesire added that with an increase in disposable income, consumers are becoming more aspirational and seeking new quality products at accessible price points. She added that the brand would continue focusing on quality, building trust over generations and leveraging on innovation.
Through the Abuja relaunch, Darling Kenya seeks to create consumers’ preference through tailored training programmes local with local salons and stylists.
In 2011, Godrej Consumer Products (GCPL) entered into a partnership with Darling Group Holdings, a leading pan-African hair care company. Darling, which has operations in 14 countries across Africa, is a market leader in hair extension products; a category, which it has pioneered in the continent. Today, Africa contributes 31% of GCPL’s revenues from international businesses at $200 million per annum.
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