***Darling introduces a breakthrough new hairstyling app
Darling,the leading hair extensions brand in Sub-Saharan Africa, is set to storm the digital space in Nigeria with the Darling Hair Booth App. The app will help women be their own stylists,transforming the way they style their hair. Godrej Consumer Products Limited, an emerging markets FMCG leader, owns the Darling brand.
With the new Darling Hair Booth app, everyone can be their own stylist by selecting a hairstyle from a variety of Darling styles and trying it out against their pictures to decide which suits them best. The app comes with several exciting features, including the ability to share the look with friends or simply saving the photograph for the next hairdo.
Speaking about the breakthrough hairstyling app, Mr. SanjivJetly, Managing Director, Darling Nigeria, said:
“We are very pleased to offer this digital innovation which strengthens our commitment to bring the latest hairstyling trends to our customers in Nigeria. The Darling brand stands for beauty and is an enabler for every African woman to transform the way she looks. With this app, we have created an avenue through which women can express themselves in an exciting, dynamic way. Our customers can now try new and trendy hairstyles on the go!”
In 2011, Godrej Consumer Products entered into a partnership with Darling Group Holdings, a leading pan-African hair care company, and acquired a 51% stake in the business. 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.
The Darling business was founded in 1979 by Saadallah Khalil and his uncle, Ali Hoballah. They started by trading in basic synthetic fibres used for braiding in Senegal in West Africa. Over the years, they expanded the brand and business to other countries in West Africa like Ivory Coast, Nigeria, Ghana and Cameroon. Very early, they established a partnership with Kaneka Corporation of Japan to introduce high quality fibres that could be used to manufacture a full array of hair extension products. Each of these countries saw a business being built from scratch, covering manufacturing, distribution and marketing. By the early 2000s, Darling became the market leader in hair extension products in Africa, with a comprehensive presence across West, East and South Africa.
The Darling brand today stands for beauty and is an enabler for every African woman to transform the way she looks. It has tremendous affinity with salons and is the preferred brand for stylists across Africa.
West Africa is a key market for Darling. We manufacture locally and our products are used by millions of consumers in the region. We have the largest number of braids available in our portfolio in Nigeria, as compared to any other player. In fact, our popular Darling Super Star braid is the fastest growing braid in Nigeria. Darling Nigeria is also the only business in Africa to drive focused distribution and engagement efforts with salon channels.
How to use the App (Video)
Download the App: http://bit.ly/1MVjjDT