Monday, 18 September 2017

Godrej Launches Leading US Hair Care Brand Profectiv Mega Growth In Nigeria



Profectiv MegaGrowth, an iconic brand from the Strength of Nature family which has a stellar history of providing exceptional and effective hair care products for African women across the globe, has launched operations in Nigeria through Godrej Nigeria Limited, a leading Nigerian FMCG company. In its continuing endeavour to celebrate Nigerian women and provide world-class hair solutions, the company showcased the innovative Crème on Crème No lye relaxer which offers superior hair manageability at accessible prices.

Strength of Nature’s team of scientists and cosmetologist have worked tirelessly over years to identify the fundamental causes of hair and scalp damage in order to understand how to prevent and treat it. Their extensive research helped them identify the most nourishing and strengthening ingredients which make Profectiv MegaGrowth range the perfect solution to counter the daily stresses of heat styling, weaves, hair color and hair style transitions.

With this collaboration, Godrej Nigeria Limited, which is already one of the leaders in the hair extensions category in Nigeria will become one of the first Nigerian companies to offer end to end hair solutions.

Profectiv Mega Growth announced Tiwa Savage, the award winning Nigerian Musician as its brand ambassador and also
unveiled its first ever TVC starring her. The Nigerian icon epitomizes the attitude and confidence that is synonymous with the brand.

Excited to be part of this association, Tiwa Savage said “I am thrilled to be associated with MegaGrowth, a brand that is loved across the entire African continent. The team at Profectiv MegaGrowth are true hair experts who understand the importance of hair for African women. I admire  the fact that this brand celebrates Strong and Beautiful women”.


During the press conference held in Lagos, Mario de la Guardia, President and Founder of Strength of Nature said, “Our vision and commitment is to provide the highest quality, most innovative hair care products that meet the diverse needs of our consumers worldwide.  While we have made significant strides in achieving this vision in the US, our strategic global partnership with Godrej representing our brand provides us with a unique opportunity to better serve the huge number of potential consumers outside the US, especially in Africa.  The synergies between our strong US platform and Godrej's African footprint are compelling, as is our shared commitment to excellence and innovation for the betterment of our employees, consumers and communities."


Talking about the launch, Prashant Chacko (Marketing Head – Godrej Africa) said “Weat Godrej are here to celebrate the indomitable spirit of Nigerian women. We appreciate the role that they are playing in the transformation of the country and also understand the importance of great hair to them. Profectiv MegaGrowth is here to support them in their journey of personal transformation by offering them superior products which promote strong and beautiful hair . “


Profectiv Mega Growth was introduced to the press at Landmark Event Center on Saturday, September 9th, 2017, after which a launch party was held at the same venue. Panelists at the conference included Prashant Chacko (Head of Marketing - Godrej Africa),Mario de la Guardia  (President & Founder - Strength of Nature),Tiwa Savage (MegaGrowth’s Brand Ambassador), Ayodele Otujinrin (Marketing Manager - Godrej Nigeria) and Rakesh Sharma (Head of Sales- Godrej Nigeria).

About Strength of Nature
Strength of Nature is one of the fastest growing companies in the multicultural hair care category, driven by its strong commitment to consumer understanding and product innovation.  A U.S.-based company with manufacturing facilities in Savannah, Georgia, Strength of Nature is committed to providing premium-quality hair care products at affordable prices to multicultural consumers around the world.  Strength of Nature markets a number of leading brands including African Pride®, Beautiful Textures®, Dream Kids®, Elasta QP®, Profectiv MegaGrowth®, Proline®, Soft & Beautiful®, Soft & Beautiful Botanicals®, TCB®, Motions® and Just for Me®.  
About Godrej Nigeria Limited
Godrej Nigeria Limited (GNL) is part of the 118 year old Godrej Group, one of India's most trusted brands. GNL is leader in hair extensions and weaves with its Darling brand, as well as other personal care and home care products. They are constantly innovating to delight their consumers with more exciting, superior quality products at affordable prices. The Group is consistently ranked as one of the best places to work in India and Asia, and has a commitment to women's empowerment, employee development and community involvement.

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