South Africa and UK – Adding to its recent Kinky Hair win, creative agency Conversation LAB now adds two new leading hair brands, Darling and Frika, to its growing female hair care portfolio.
Conversation LAB is now the digital agency of record across the complete stable of dry hair brands for Godrej, which ranks among the largest hair care players globally.
Darling, the best-selling dry hair brand in Africa, has operations in 14 countries, whilst Frika, also hair extensions and wigs, enjoys a premium positioning in the South African market and is the market leader in key accounts in organised retail.
Prashant Chako, head of marketing for Africa, speaking from Dubai, said: “We enjoy a close strategic partnership with the team at Conversation LAB which is fully entrenched in the world of ethnic hair. 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 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, fully optimised for the huge search market as well as influencer engagement. It will offer a full end-to-end digital solution for Godrej SA’s dry hair care portfolio.
Commenting on the new business win, Samantha Hewitson, account director at Conversation LAB said: “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”.