Darling offers consumers more delight with launch of premium brand

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(L-R) Olive Gachara, Founder, Couture Africa and international model Najuma Nasenyana pose with a friend during the launch

Move to create consumer delight and accelerate growth in the dynamic Ksh 25 billion Kenyan Hair market

Darling Kenya, East Africa’s hair extensions manufacturer, is scaling up its operations in the Ksh 25 billion market with the introduction of a premium braid – a product which will offer Kenyan consumers more delight, as well as care for her own hair.

The result of an extensive research and development process, Elegant Braid is made from a combination of premium light-weight fibres that ensure the hair is not pulled, hence taking care of the hairline. This braid offers a neater, shinier finish because of its smooth texture and long-lasting sheen. The premium fibres also give Elegant Braid the best full hot water curls to ensure different styling options and keep consumers looking fashionable.

Darling Kenya Marketing Manager, Victoria Kieti-Chesire, said the introduction of the Elegant Braid leverages the brand’s continued commitment to consumer-relevant innovation and quality, as it seeks to maintain the trust it has built over generations.

“The Kenyan consumer is demanding more from brands, especially in the fashion industry. She wants brands that understand her…her aspirations, dreams, challenges, fears. She is increasingly fashion-forward and hence braids must fulfil her fashion aspirations, but still remain fun, simple and easy to manage.

 Darling puts the consumer at the heart of every innovation, ensuring every new product is the result of strong consumer insights. Professional validation by the best hair stylists ensures that our products deliver on their brand promise. This is how, at Darling, we continue to create consumer delight. 

The Elegant Braid addresses the consumer pain point of heavy braids that affect their hairlines. It offers consumers a sleeker, more lustrous and shiny look that looks fresher for longer,” said Ms. Chesire.

Ms. Chesire added that the brand will seek to increase its equity and advocacy through tailor-made engagements with local salons and stylists.

Darling Kenya’s ranges of products include braids, synthetic weaves, wigs and crochet, which has helped the brand build a significance footprint in the region. The brand enjoys a premium position in the Kenyan market with significant market share.

“As a salon, we are excited by Darling’s investment in a high-end hair extension. It will enable us to deliver great hair, value and service to our customers. We appreciate that Darling shares

our vision and values to deliver the best quality products and services to meet the needs of our consumers,” said Dan Nduru of Daniella’s Salon and Spa.

In 2011, Godrej Consumer Products Limited (GCPL) entered into a partnership with Darling Group Holdings, a leading pan-African hair care company.

Darling, with operations in 14 countries across Africa, is a market leader in hair extension products; a category it has pioneered in the continent. In fiscal year 2017, GCPL ‘s hair extensions and wet hair care products businesses, contributed to 43 per cent of the company’s revenues from international businesses.

 

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