Dark And Lovely Emerge Most Preferred Pomade In Ghana


By Alfred Dogbey

A recent survey has revealed that 55 per cent of Ghanaian women preferred French cosmetic giant L’Oreal product, Dark and Lovely as their number one beauty brand.

The survey, which was conducted by Premier Brands Ghana and The Centre for Brand Analysis in 2013, also showed that majority of women, between the ages of 18 and 55, prefer Dark and Lovely and would recommend it to a friend over other beauty brands.

The annual survey, was conducted across seven locations in Ghana and amongst 1,200 women to identify and honour superior brands in Ghana.
The survey began in 2013 across Accra, Tema, Kumasi, Takoradi, Tamale, Cape Coast and Koforidua, but results was announced this year.

The Chief Executive Officer (CEO) for Premier Brands Ghana, Eric Affaidu, in his remark noted that, “the survey sought to establish and identify a brand that was at the heart of consumers, a brand that was relevant to them and the community at large and most importantly one that they can trust.

The outcome of the survey, according to a press release copied to The Herald indicated that “Ghanaian women are satisfied with the quality of the Dark and Lovely brand and therefore look up to it with pride.”

Dark and Lovely, having entered the Ghanaian market over 15 years ago with SoftSheen-Carson, which is part of the prestigious French cosmetic giant L’Oreal, is no stranger to first accolades.

Meanwhile, the General Manager of L’Oreal West Africa, Jean-Dominique De Ravignan said, “At Dark and Lovely, we believe that every woman aspires to be beautiful and we play our part in the process, by providing African women with the most innovative beauty products specially designed for their needs”.

He said, “We are very pleased with the results of the Premier Brands Ghana survey as it shows that our customers are happy with the quality of our products”.

Commending the public over the result, Jean-Dominique said, “We want to thank Ghanaian women for choosing Dark and Lovely as their number one beauty brand and we promise to continue providing the very best products and innovations for them, because as a company L’Oreal is devoted to and passionate about beauty and excellence.”

In 1978 SoftSheen-Carson, launched the first home relaxer kit with Dark and Lovely Classic and in 1993 launched Dark and Lovely Beautiful Beginnings, the first relaxer specifically designed for the sensitive scalp of girls.

Most recently, the first Dark and Lovely hair colour tailor made for African hair, Colour Intensity, became available in Ghana.

The L’Oreal’s personal care product for women includes, the Dark and Lovely Body Lotion range whiles that of men, includes Blue Ice deodorant, Magic Shave Cream (the first ever men’s depilatory brand) and Sporting Waves (first gel pomade for black men) among others.

Dark and Lovely has recently introduced several new products including Amla Legend produced from the legendary Indian amla oil as well as Braids’ and Weaves which ranges in Scalp Soother, Hair Refresher and Scalp Wash.

Management of the product said, the company would continue to demonstrate its dedication in providing world class products for African consumers.

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