Iconic hair company, Godrej South Africa hosted its first media and influencer fashion forum for its leading brands, Darling Hair and Inecto at the Houghton Hotel in Johannesburg, on the 27 August 2021. In a beautiful showcase of the brands latest hair ranges and colours, Darling Hair and Inecto South Africa put on a display of hair excellence at its best.

The aim of the forum was to map consumers’ attitudes, motivations, and decision criteria. The brands will then take this information and utilise these insights to optimise value proposition, marketing strategies and put out the best products to cater to its South African consumers. 

The fashion Forum was led by the skilled Sbu Situma of the Consumer Council with a panellist that included both Darling Hair and Inecto Marketing Manager, Phumzile Baliki and Seif Said. It was hosted by the lovely Leera Mthethwa of Gomora telenovela fame. Celebrities in attendance included Nolo Seabi of Scandal, Siyasanda Papu, Bukiwe Keva and Lerato Mokoka of Gomora, MTV’s Farieda Metsileng, Londeka Mchunu from Etv’s new show House of Zwide, Nokuthula Mabika of Uzalo and the multi-faceted Kuli Roberts. 

We also received great insights from our bloggers, Evenes Ruth Mafupa of Natural Sisters, Ntswaki Malebo of Black Hair Is Royalty. Salon owners included  Thobile Jele of KwaZulu Natal’s Fancy Claws and Johannesburg based, Mamello Makha of MM Exotic Salon. Godrej South Africa would like to further extend its thanks to our media partners, The Citizen, Sunday World and Sibizi Magazine. 

“In the last few years Darling Hair has become the fashion industry’s go to for hair trends including its latest collaboration with MaXhosa Africa,” says Brand Manager Dipolelo Fungile. “The brand has successfully positioned itself as one of the country’s best hair brands that has enthusiastically embraced international trends, while keeping its local essence and flavour infused into everything that it makes.” 

Darling Hair continues to enjoy market leadership in most of the countries that it operates, while Inecto’s permanent hair colour is the market leader in ethnic hair care. Inecto’s Superblack guaranteed permanent hair colour, is the number one selling SKU in the African ethnic hair industry. Both Darling Hair and Inecto continue to establish a strong foothold in South Africa’s hair industry. 

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