Beauty for many women all around the world means confidence, empowerment, and freedom to express themselves. There’s a reason why it’s called beauty ‘therapy.’ Darling Nigeria, beyond being a female-centric brand, has done a lot to help boost women’s confidence, empower them and give them the freedom to express themselves. Being featured in Brand Communicator’s exclusive list of brands empowering women in commemoration of this year’s International Women’s Day Celebration, is in order.
For women and some men, hair is simply the ever-changing fabric of self-expression. The quality of hair affects people’s perception of self-worth which in turn plays a huge role in their everyday lives, from decisions made to general thoughts and feelings. Since the human self-worth is directly connected to confidence, according to research, when we feel confident, we feel the ability to take on the world. When we feel confident, it’s as if anything is possible. Confidence equips people to make those life changing decisions, to stand up for what they believe in, and to take calculated risks that allow them live life on their own terms.
In our present world, it’s no secret that women wear many hats: caregiver, professional, entrepreneur, friend, partner. Joggling roles is a constant reality for women morning, day, and night as they switch between more disparate social roles. They go from being at work, which is formal, authoritative, and hierarchical, to being at home with family which is nurturing, sacrificial and loving. Hair for them, much as their changing roles, is not about transformation but about transition. This is more so as their hair is their crowning glory which plays a defining role in boosting their confidence. Transitioning from one role to the other will demand for a change in their physical presentation; transitioning through their inevitable change in moods also calls for a hairstyle that matches each mood.
When Darling Nigeria launched its “FindYourBeautiful” campaign to the big screens at the last edition of the Big Brother Nigeria TV Reality Gameshow, it proved to the market that it doesn’t just understand this transitioning and transformation alone, but that it is prepared to help through the process.
On the brand’s unique marketing strategy, Marketing Manager, Godrej Nigeria, Ayodele Otunjirin who is one of those women who have challenged the status quo, and has achieved great career feats said, “I have become acutely aware of marketing campaigns as I build my own brand for a startup company I recently founded. My time spent researching campaigns and following companies with messaging I love has opened my eyes to female driven marketing. During that process, I have found so many businesses continue the typical approach to women. Pink frills and perfect models display useless products backed by companies with no core values.
“Much has been written on the subject of how women feel about the marketing of beauty products and clothes. Obviously, the images we see are photoshopped perfection and an unrealistic ideal for most. As brands try to present their products with the most beautiful, ideal standards of beauty, they neglect the fact that young girls are watching.
“As women you can count on one thing, your body is going to change and keep changing. The skinny little girl will hit tween puberty and be faced with the awkwardness of boobs, thighs and hips. Things may normalize for a while in your late teens and twenties only to meet the eventual challenge of pregnancy. Take all those parts and double their size. With a new baby in your arms, find the time to go to the gym and the willpower to go hungry while breastfeeding, all to get your body back.
“As your thirties turn to your forties, plan on working even harder just to keep things remotely under control in the weight department. And all the while, you are looking at a 20-year-old model in the dress you want to buy, wondering what the hell is wrong with you.”
Our Big idea #FindYourBeautiful celebrates the diversity of an African woman and is a call to action to accept that a woman is not one thing but is multifaceted, and for each of these faces, Darling is there to give them the look that will be a perfect fit to who they are in that moment. And should there be a change in what they feel or like come about, Darling will still be there to fit into this transition with a suitable look that matches the changed outlook.
Darling Hair is an over 30years old business that has been tending to the hairstyle needs of African women for decades. The organization acknowledges and celebrates the role of women in all areas of their lives, from office to home and to the society, it is a brand that supports the woman all the way. Internally, it is an organization that believes in the ability of every employee. On the job, the organization does not see women or men, it sees are people.
Philosophy – “Diversity and Inclusion”
Darling believes that every individual gender not withstanding should feel deserved and supported in expressing their right to be their wholeselves and limited by nothing regardless of ethnicity, gender ability, religion or any other identities or labels.
The organization believes that the society just as their workplace should be a safe space that allows for growth, innovation, self-expression and beauty of all individuals especially women.
With Staff welfare programs like the 6months maternity leave and provision of Creche for nursing mothers, the business has been able to support career women to be excellent both at work and at home.
As a brand, Darling understands that the strength of a woman comes from within and for her to reach her full potential she always has to look the part. A confident woman is the woman who is ready to change the narrative and we know what appearance means to her and to her mission. Darling Hair is the brand that allows her breakaway from the norm and “Find Her Beautiful” while conquering the world. We also take pride in partnering with women empowerment initiatives.
A while ago, Darling Nigeria partnered with a project called “mmanma by Artist Laila Cadne – The beauty of a mother” which was an initiative to celebrate a mother’s beauty. In the business space, the brand has encouraged entrepreneurship by creating business opportunities and employments for thousands of women some of who are our office staff, hairstylists, saloon owners and hair business owners pan Africa.