Design Essential enters Nigerian markets
McBride Research Labs (MRL), Inc., the globally renowned manufacturer of leading hair care brand, Design Essentials, in conjunction with Nigerian partners Compass Consulting and PTF Orchards, launched its range of products in Nigeria during a business activation event tagged “Design Essentials Launch & Consumer Awareness Day” which held on Thursday, July 24, 2014 at the Civic Centre, Victoria Island, Lagos.
The brand also hosted members of the Nigeria press to a media launch as well as professional hair stylists and barbersto a technical challenge with MRL Master Trainers passing on skills and engaging leading salons, hairdressers, barbers and hairstylists in a nationwide cutting edge training programme.
Speaking at the media launch, President of McBride Research Labs (MRL), Mr. Cornell McBride Jnr., explained the specific function of Design Essentials hair products which is “to infuse hair with a natural balance of vitamins and protein that promote movement and manageability”.
He said further that: “The intent is to penetrate the Nigerian market and make it a known brand in the countrythereby providing the quality of products needed by professional stylists to deliver the level of service clients demand today”.
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| L-R: Mr. Patrick Marinho, Mrs. TokunboChiedu, Mr. Cornell McBride Jnr and Mr. Femi Niyi after the Design Essentials media launch in Lagos on Thursday, July 24, 2014. |
Mr. McBride Jnr. emphasised on the brand’s philosophy of maintainingthe integrity of the professional industry by only selling its professional range through salons, which in turn generates additional profits for the salon to build on other important things that will help with rapid growth and expansion of the business.
In her address, CEO, Compass Consulting, Mrs. Tokunbo Chiedu, reiterated the objectives of MRL adding that their major concern as a consultancy in the trade and investment promotion space has been to facilitate the entry of brands that add value and those that serve the interests of Nigerian market and the people's aspirations to do better and compete with counterparts on the global stage. “Nigerian stylist should be able to compete and also to provide the same or even better quality of service as their counterparts in other countries where they have very good stylists”, Mrs. Chiedu stated.
There was Q&A session where Design Essentials stakeholders including,International Marketing Manager, MRL, Ms. Sharon Thompson; International Sales Manager, MRL, Mr. Joshua Lomotey; Director, PTF Orchards, Mr. Patrick Marinho;Director, PTF Orchards, Mr. Femi Niyi; Mr. McBride Jnr and Mrs. TokunboChiedu, fielded questions from the press.
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| Participants during the launching in Lagos on Thursday, July 24, 2014. |
Responding to a question about MRL’s social responsibilities initiatives in Nigeria, Ms.Sharon Thompson assured that as the brand grows in the country, it will look into different areas that align with the brand’s vision such as music, fashion, sports, etc. Sharon Thompson also enlightened the gathering on the current activities of the organisation such as sponsoring the Miss Ghana, Miss Nigeria and Miss Jamaica Beauty Pageant sheld in the United Kingdom.
“MRL is also partnering with colleges in the UK where students are taught in and out of the curriculum”.
In addition, Mr. Femi Niyi added that the company’s social responsibility drive was in progress in Nigeria as collaborations are ongoing with vocational schools all over the country to educate hair stylists and equip them with life-long entrepreneurial skills to enable them deliver world-class service.
“This training starts in Lagos and afterwards will spread to other parts of the country. The long-term goal is to make the hair industry in Nigeria at par with that of the US or any other advanced professional hair market in the world”.
The ‘Consumer Awareness’ space allowed guests at the event to experience the Design Essentials Natural and the Design Essentials Home Care Solutions, and get valuable first-hand hair care advice. Celebrity UK-based hairstylist, Dionne Smith; Global Educator for Design Essentials, Deshonica Kerrie and other MRL stylists were on ground to work their magic on the DE models and other celebrities.
The Launch also featured the DE Purple Carpet with a parade of the glamorous DE models showcasing their hair makeover, while event partner and Nigerian stockist of Nicolas Feuillatte Champagne, XO Wine Stores, provided unending glasses of champagne to guests
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