Darling, a dry hair brand in Africa, has operations in 14 countries, while Frika, also hair extensions and wigs, has a premium positioning in the South African market and is a market leader in key accounts in organised retail.
Prashant Chako, head of marketing for Africa, speaking from Dubai, says, "We enjoy a close strategic partnership with the team at Conversation LAB, which is fully entrenched in the world of ethnic hair."
Chako adds, "The agency has been leading the full portfolio of digital activity for Godrej wet hair brands, Inecto, and Renew for the past three years, delivering exceptional results and winning awards. So, it was the natural choice to appoint Conversation LAB as an agency of record for our dry hair portfolio, including Darling, Frika, and Kinky."
The agency will be responsible for developing, implementing, and tracking a multi-layered digital eco-system for both brands including management and development of all content across a range of social media platforms, websites, and mobile sites, optimised for the search market as well as influencer engagement. It will offer a full end-to-end digital solution for Godrej South Africa’s dry hair care portfolio.
Samantha Hewitson, account director at Conversation LAB, concludes, "Research constantly shows that the hair care category in Africa is one of the most competitive consumer businesses, and we, at Conversation LAB, are always up for a challenge. We are excited about continuing to grow market share for both Darling and Frika and further entrench them as household names on the continent."
For more information, visit www.conversationlab.com. Alternatively, connect with them on Facebook or on Twitter.