Conversation LAB has been appointed as the digital agency of record across the full range of Kinky products, which include human hair, wigs, weaves, braids, and hair accessories. Kinky World of Hair has been a market leader in the dry hair products since 1971, operating 22 stores across South Africa, in addition to selling a range of retail brands.

Heather Goate, Godrej South Africa, head of marketing for dry hair, says, "Conversation LAB has done an outstanding job on the wet hair brands within our stable, most notably Inecto and Renew hair colour ranges, both now number one market share, so it is with confidence that we have appointed them on Kinky, another of South Africa’s favourite brands. We see digital playing a significant role in this category."

In 2014, Reuters reported that the dry hair market is estimated to be worth over R66-billion across Africa. South Africa is regarded as one of the largest hair care nation's in Africa, with the black hair care industry estimated to be worth R10-billion.

Kevin Power, group managing director of Conversation LAB, adds, "We have had great success in the wet hair market with Renew and Inecto – so to now get the opportunity to work on Kinky, a household name in the dry hair market, is hugely exciting. This is where the real action is in female care – and Kinky is at the forefront."

The agency will be responsible for developing, implementing, and tracking a multi-layered digital eco-system. This will include management and development of all content across a range of social media platforms, a new website, and mobile site optimised for the Google search market, engaging with influencers and managing all digital media spend – a full end-to-end digital solution for Kinky under one roof.

For more information, contact kevin.power@conversationlab.com or visit www.conversationlab.com. Alternatively, connect with them on Facebook or on Twitter.