By Princewill Ekwujuru

Dark and Lovely beauty range manufactured by  L’Oreal Central West Africa has engaged over 3,000 hairstylists and dressers across south-west zone of Nigeria.

The event witnessed the unveiling of the new Dark and Lovely Anti-Breakage range, which offers 10 times less breakage to hair.

The 3,500 hair professionals were drawn from all the major trade associations within Lagos, Ogun and Oyo states. The new anti-breakage range of products include the complete Relaxer kit, the strengthening oil moisturizer, the nourishing hair butter, and the healing treatment.

The 111-year-old signature of the L’Oreal Group dedicated to Afro beauty – “SoftSheen Carson” has discovered from its institute that African hair is the most vulnerable of all and the most prone to breakage.  Research shows that the natural surface of Afro hair bears the most numerous weak points because its cuticles do not perfectly overlap as a result of its twisted shapes.

However, the good news for consumers of African descent is that L’Oreal’s renowned scientists have created the perfect solution to fight breakage for Afro hair.  The natural cement of the hair is the ceramide and the scientists have created s synthetic version to replenish these weak points said Mrs. Severine Fadairo-Lemon, Marketing Director, LOREAL Central/West Africa.

Consequently, The Dark and Lovely Anti-breakage range has been scientifically proven that it is the only range of products that puts back the ceramide lost to guarantee up to 10 times less breakage.

Explaining the rationale behind the event Mrs. Fadairo-Lemon said; “We are here today to host Nigerian hairdressers to present them with our new Dark and Lovely anti-breakage range. It is new range of full product, dedicated to afro-specific hair and to help consumers fight breakage problems they encounter.

“We know that the major problem that women face with the hair is hair breakage and secondly is the lack of moisture in the hair and that is the dryness of hair, adding that the current range of the company’s hair products were designed to help with the dryness problem and that is why the range was called moisture plus.

“The new addition now is to treat the breakage problem therefore, if you have dry hair, you should go for our current range –Dark n Lovely Moisture Plus and if you have breakage problem with your hair, then you should go for the new released-Anti-Breakage range,” the marketing director said.

On the affordability and availability of the products particularly to low end market, Fadairo-Lemon said “Our brand is actually a premium brand and so there is no denial in us saying that we are a brand that is at the bottom of the pyramid because we think that our mission for being part of the Loreal Group is the number one group for beauty in the world is ready to deliver quality for women across the world whether they are Africans, Europeans, Asians or Americans, they deserve the best to be able to look good and feel good.”