Dark and Lovely launches new product

NTERNATIONAL beauty care firm Dark and Lovely says it has invested over $100 000 in an awareness campaign to introduce the Zimbabwean market to its recently-launched natural hair care line, Dark and Lovely Au Naturalle.

The group’s parent company’s, L’Oréal, was in Zimbabwe last week to unveil the new products, which are expected to revolutinarise the local beauty industry.

L’Oréal Southern Africa’s marketing executive, Natasha Lopes, said the product had been launched to benefit women of colour.

“The issues of curly hair and the woman of colour have long been side-lined so L’Oréal dedicated time and research to release products that work for the Sub-Saharan African woman,” she said in an interview.
“Today we introduce the Zimbabwean market to the Au Naturalle range which ranges from the shampoo to the soufflé. I always wonder why women always have three or four products for the face but just a cholesterol based hair food for the hair,” Lopes said.

The range has a hydrating soak shampoo, knot out conditioner, coil moisturising soufflé, curl defining creme glaze, sheen sealing nectar and a curl defining creme glaze.

“Our consumers are the source of our inspiration as it is almost impossible to find a wider scope of beauty rituals amongst any other consumer group: from braiding to weaving from relaxing to treating from colouring to styling,” she said.

The French cosmetics company — with globally-renowned brands such as Garnier, Lancôme, Maybelline, Giorgio Armani and Ralph Lauren — recently launched a research and innovation centre in South Africa.
It is the group’s seventh research hub globally and aims at studying African hair and skin specifically, as well as the beauty routines and expectations of sub-Saharan consumers.

L’Oréal already has various products that cater to consumers of African descent — such as its Dark and Lovely brand, which is popular in Zimbabwe.

To show its dedication to African hair, in 2012, DL introduced its Colour Intensity which was the first hair colour tailor-made for African hair.

This was followed by the Dark and Lovely Amla Legend, the first hair care range enriched with purified Amla extract that rejuvenates hair and is famed for undoing two years of hair damage in two weeks
“Beauty is very important to African women. When we see the time spent on hair and skin, it’s very emotional and important for them.

“So, I really have the conviction that if we provide the right products that allow them to achieve whatever hairstyles they would like, it will bring satisfaction across the board,” Lopes said.

She also pointed out that L’Oréal had built a scale of curliness, which assisted the company assess consumers through an eight-point scale.

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