New product line of Dark and Lovely braids, weaves hit Nigerian market

Excited by the Nigerian economy, recently rebased and discovered to be the largest in Africa, L’Oreal Central West Africa, beauty care products brand, has introduced Dark and Lovely Braids and Weaves new product lines into the Nigerian Market, utilising over 25 years of detailed and comprehensive research and innovation on African hair.

This is in line with its focus to ensure that the African woman looks her best always.

Braids are a symbol of African pride and weaves are a symbol of modern beauty widely embraced in Nigeria and beyond. To date, there are limited products that allow women to manage their braids or weaves.

The new Dark and Lovely line offers a complementary routine for people with braids and weaves, and promotes the use of natural ingredients to curb the various problems Nigerian women face with their braids and weaves on a regular basis.

The Dark and Lovely range includes the SOS Hairline, which acts from the roots to protect the hairline and prevent damage caused by intensive braiding; the Scalp Soother, which relieves the scalp from tightness and itchiness caused by braiding and sew-in weaves; the Scalp Wash, which keeps the scalp clean by removing flakes and excess oil; and finally the Hair Refresher, which refreshes the hair with a pleasant smell so your braids and weaves smell brand new.

Speaking at the launch of the products, Idorenyen Enang, managing director, L’Oreal Central West Africa, disclosed that “The beauty market in Nigeria is very promising for the Group given the population and their interests particularly in braids and weaves. We aim to make L’Oreal the number one beauty company in sub-Saharan Africa thanks to our expertise which enables us to offer consumers in the region innovative, affordable, high-quality products that match their expectations and needs.”

He further revealed that Dark and Lovely has continued to meet all beauty needs and has invested in research and development on areas such as hair colour, hair care, make-up, skin-care and fragrances.

According to Sekou Coulibaly, general manager, consumer products division, “Our consumer’s comfort is paramount and with the popularity of Braids and Weaves in Nigeria, I am excited to introduce the braids and weaves range of products that help with itching scalp, prevent hair damage, keep the scalp clean, soothe the scalp, refreshes and moisturises the hair with a hint of fragrance enhanced with natural oils.”

He reiterated that this is the biggest innovation the company has had for the past four years as it addresses the specific needs of over 80 percent of women in Africa who are wearing braids or weaves, adding that Dark and Lovely is dedicated to empowering women residing in sub-Saharan Africa to look and feel amazing.

Ifeoma Okeke