L’Oreal Nigeria, Manufacturers of Dark and Lovely Anti-Breakage, hair product has continued with its major stakeholders’ engagement for the purpose of ensuring market penetration and consolidation.
The firm, according to a statement, took the first ever hair treatment mobile saloon to University of Lagos on Valentine’s Day.
Other tertiary institutions lined up for the Dark and Lovely anti-breakage brand activation include the Lagos State College of Education, Ijanikin, Lagos State Polytechnic, Isolo and Ikorodu Campuses; Lagos State University, Ojo and Yaba College of Technology, Yaba, among several other designated institutions in Lagos.
It will be recalled that in 2012, L’Oreal embarked upon the pan-Nigeria hair professionals activation campaign in Lagos, Aba and Abuja for Dark and Lovely Anti-Breakage, which proved to be more than successful.
Speaking on the consumer focus campaign at the University of Lagos on Wednesday, the Head of Education and Training, L’Oreal Nigeria, Mrs. Titilola Igri-Offor, said the brand activation was designed to engage end-users by offering free hair touch up to students and enlightening them on the benefits of the anti-breakage product.
On the prospect of taking the programme beyond Lagos, she said, “We have decided to go to schools in Lagos, including UNILAG, YabaTech, Ijanikin LASU and LASPOTECH, among others, first. Thereafter, 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 location.”
Giving an insight into the campaign, 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 said it was the best hair product to have been launched into the Nigerian market. So, the next step is to speak with consumers, which is what we are in the schools to do because the consumers are in schools and they are our target audience.”
A second year student of Mass Communications at UNILAG, Miss. Mojisola Adeleke, who benefited from the Dark and Lovely Anti-Breakage mobile saloon campaign, said she had not realised how good the product was until her experience at the mobile saloon.
“I am amazed at the efficacy of this brand, 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,” she said.