Continuing its partnership with Primedia Unlimited subsidiary, Wideopen Platform, local hair care brand, Dark & Lovely, has launched its Relaxer Kits to women of ethnic origin in metropolitan areas across South Africa. Dark & Lovely has secured Wideopen’s large format outdoor sites in the Johannesburg and Durban CBDs until the end of December.

Ryan Cohen, Sales Director at Wideopen Platform explains: “Our strategically located sites on De Korte Street in Braamfontein and Louis Botha in Alexandra, ensure that the bright and striking Dark & Lovely Relaxer creative alerts metropolitan ladies aged 25 to 40 to the revamped kits, within close proximity to outlets stocking the new range.”
The 2010 contract with Wideopen is Dark & Lovely’s second year in utilising Wideopen’s large outdoor network to promote its range of hair and body care products. “Dark & Lovely’s continued partnering with us is testament to the fact that large format metropolitan advertising is key to driving both awareness and sales,” concludes Cohen.

The new extra-conditioning relaxer cream is enriched with moisturising shea butter to soften and protect hair against dryness while relaxing, giving women self-confidence whilst achieving a glamorous look and sexy; shiny; straight styles.

Dark & Lovely’s Relaxer Kit outdoor campaign is supported by TV; radio; and print, media components placed by Universal McCann.

For more information, visit