L’Oreal banks in technology to reveal ultimate beauty secret for African Hair

 By Dan Muhuni

Beauty product giants, L’Oreal East Africa’s quest to invest in technology took a new twist as they announced the entry of a new hair product in the Kenyan market. This was as a result of investing in advanced research and innovation in order to provide solutions to women with discerning hair needs.

Speaking during the launch of Amla Legend Oil a product line of Dark & Lovely in Nairobi L’Oreal East Africa Managing Director Patricia Ithau said the company has invested heavily in research which has been the companies both a pillar of and the driving force behind their growth.

“L’Oréal is forever committed to a sustainable innovation approach in order to control our impact on the ecosystem throughout the life cycle of our products.”

 

Patricia Ithau (l) MD L'Oreal East Africa and Ruth Mwangangi

“Kenya is the 3^rd global market to launch AMLA Legend,” said Mrs Ithau “and we believe that Kenyan women will fall in love with the product when they see and feel the difference in the hair after using Amla Legend.”

The product claims to undo 2 years of relaxer damage in just 2 weeks and research conducted in other countries certainly supports this promise, with 9 out 10 women surveyed saying that AMLA Legend delivered the perfect relaxation treatment.

Advanced technology and the super-fruit qualities of Amla combine in this innovative new product range to visibly rejuvenate hair. The AMLA ritual is a complete solution consisting of a relaxer, deep treatment mask, oil moisturizer and also a serum. “The AMLA Legend will ensure that Kenyan women never again suffer from bad hair. They can now comfortably and safely use a relaxer that is both affordable and good for their hair” she said.

Ithau added, that the launch of Amla, “is a top priority launch because there has been no innovation done on Dark and Lovely relaxers since 1978. It will re-enforce Dark and Lovely expertise in relaxers. It will also enable L’Oréal to ccompete against ingredient based relaxers like Organics Olive Oil & Olive Oil Vital. Lastly because of the strong proposition, Amla Legend will rrecruit lapsed relaxer users.”

In a category where there has been very little innovation, L’Oreal East Africa is convinced that AMLA Legend will not only rejuvenate users’ hair, but also rejuvenate the relaxer market and build their market share significantly in the country. The company is investing heavily in educating the market on the new product ranges, targeting both stylists and consumers through a number of channels that include television, print channels and in-store demonstrations.

AMLA Legend products will be available at hair salons, beauty shops, supermarkets, pharmacies and grocery stores.