Mega Growth Revolutionizes Hair Care Industry with ‘Goodbye Hair Breakage’ Campaign and Afrocentric Rebrand

Leading Hair Care Brand Unveils Research-Backed Solutions and Refreshed Packs to Empower African Women

Nairobi, 12th April, 2024: Mega Growth, a trailblazer in hair care innovation, is proud to announce the launch of its transformative campaign, ‘Goodbye hair breakage’, aimed at helping women aged 25 to 45 bid farewell to hair breakage and embrace strong, healthy hair from root to tip. Rooted in the belief that resilient, beautiful hair stems from both external care and internal fortitude, Mega Growth is poised to redefine the African woman’s hair care journey.

At the unveiling event held at the prestigious Argyle Grand Hotel, Margaret Muriithi, Hair Care Brand Manager, emphasized Mega Growth’s unwavering commitment to understanding and nurturing the unique needs of the African woman’s hair. She highlighted that the Mega Growth range, enriched with natural oils and proteins, is meticulously researched and tailored to fortify African hair, safeguarding it against breakage.

Margaret expressed, “We recognize the distinct challenges faced by today’s African woman in maintaining healthy, vibrant hair. That’s why our scientists have tirelessly researched the root causes of hair breakage and developed innovative solutions. Today, we are thrilled to introduce our new campaign centered around our comprehensive range of Relaxers, Daily Break Free leave-in strengthener, Deep Strengthening treatment, Oil, and lotion products, all backed by cutting-edge research and presented in a fresh, Afrocentric pack.”

The ‘Goodbye Hair Breakage’ campaign will feature a captivating TV commercial and striking visuals aimed at showcasing the functional benefits of Mega Growth. The message will be disseminated across various channels including trade, out-of-home advertising, salons nationwide, TV, and digital platforms.

Accompanying the campaign, Mega Growth unveiled a brand-new logo and refreshed packaging for its range, characterized by a cleaner, Afrocentric design adorned with images of radiant African women. The updated packaging offers clear variant differentiation and a contemporary appeal that ensures Mega Growth stands out amidst competitors.

Margaret reaffirmed Mega Growth’s dedication to providing high-quality products backed by rigorous research, cementing its position as a frontrunner in the hair care industry.

The new Mega Growth collection will be available for purchase at cosmetic shops, leading supermarkets, and selected salons nationwide starting mid-April 2024.

M.A.C Cosmetics Introduces Studio Radiance Serum-Powered Foundation to Ethiopia

5th February 2024

Addis Ababa, Ethiopia – M.A.C (Make-up Art Cosmetics), a leading brand of
professional cosmetics and part of The Estee Lauder Companies Inc, proudly
announces the introduction of its Studio Radiance Serum Powered Foundation in
the Ethiopian Market.

Priced at 4,370 ETB, this revolutionary foundation offers a fusion of skincare and
makeup, infusing olive and jojoba oils to enhance the skin’s natural radiance and
vitamin E to provide protection against pollution and blue light. Siphesihle Ngalonkulu, M.A.C Product Marketing Manager Sub Saharan Africa, expressed her enthusiasm, stating, “We are delighted to bring the Studio Radiance Serum Powered Foundation to Ethiopia. It aligns with M.A.C’s dedication to
delivering quality beauty solutions, allowing individuals to achieve radiant and
healthy skin effortlessly.”The Serum Powered Foundation is distinguished by its 80% skincare base, featuring 33 skincare ingredients, including a 10% hyaluronic acid solution, ensuring long-lasting hydration beneath the skin’s surface. Sharryn Hinchcliffe, M.A.C Makeup Artistry Executive Director, emphasized the foundation’s versatility, stating, “The Studio Radiance Serum Powered Foundation is perfect for those seeking lightweight, luminous coverage. It’s a must-have for
individuals looking to achieve a glowing complexion.”

With an extensive range of 56 shades, M.A.C’s Studio Radiance Serum Powered
Foundation caters to diverse skin types while embodying environmentally
responsible practices. Available now at the MAC Store at Bole Medhaniealem beside
Mafi Mall, this product redefines beauty standards, offering a radiant and flawless
look to makeup enthusiasts in Ethiopia.

Global Therapeutic Skincare Brand CeraVe Taps Top Dermatologists To Deepen Consumer Skin Care Education

Global Therapeutic Skincare Brand Reveals Body Moisturization Advice from Global Dermatologists as Part of New Campaign

June 25 2023

Nairobi, Kenya– Global skin care brand CeraVe has released survey findings revealing the top body skincare tips, according to 54 dermatologists from 23 different countries. With a need for global education on the indisputable benefits of body moisturization for everybody, CeraVe is tapping some of the country’s top dermatologists to deepen education amongst its Kenyan consumers.

The campaign’s goal is to educate consumers about the importance of a body skincare routine, which is often overlooked compared to facial skincare.

According to CeraVe’s survey, 90% of dermatologists surveyed said applying a moisturizer to the body daily is important to very important for overall skin health and 87% believe moisturizing the body is as important or more important as facial moisturizing. These findings emphasize that the importance of body moisturizing for achieving healthy skin is universally recognized among dermatologists. However, dermatologist recommendations are not always reflected in patient behavior. The survey found that more than one-third (35%) of dermatologists surveyed believe that their patients often neglect all body parts except the face. The most often neglected body parts, according to the dermatologists surveyed, were legs and feet (59%), followed by the neck (37%) and arms and elbows (35%).

“As a brand rooted in science, CeraVe works closely with dermatologists to develop efficacious products for all people, and we know how critical a proper skincare routine is for the entire body,” said Edouard Homasson, General Manager L’Oréal Dermatological Beauty.

Dermatologists from around the world also widely agreed that ingredients matter when it comes to body care and 87% surveyed said a top recommended ingredient for body care is ceramides. An essential ingredient for the skin barrier, ceramides are lipids that help keep the skin barrier intact, sealing moisture in and irritants out.

“Part of our mission in providing therapeutic skincare for all people is increasing access to skincare education, and by sharing dermatologists’ tips through this campaign, we hope to inspire people to take better care of their skin,” said CeraVe brand manager Mary Wangari.

In addition to ceramides, the survey also uncovered that the top skincare ingredients dermatologists recommend for body care also include SPF (68%) and hyaluronic acid (39%). The survey also found that the top three most important factors dermatologist tell their patients to consider in body care products include skin barrier restoration benefits (79%), hydrating ingredients (52%) and finding products that are gentle on sensitive skin (48%).

When it comes to dermatologist tips for healthy skin, there was one that rose to the top – moisturizing after a shower or when skin is damp. In fact, 96% of dermatologists surveyed agreed that the most important time to moisturize the body is after a shower to seal in moisture. Other common tips for moisturization after a shower included patting skin dry instead of rubbing, keeping showers short and using lukewarm water instead of hot to prevent irritation of the skin.

Research and Markets projects the global skin care products market size is expected to reach USD 196.20 billion by 2030. It is expected to expand at a CAGR of 4.6% from 2022 to 2030. The rising concerns over skin problems are driving the skincare products industry. The growing demand for concern-specific skincare products such as face creams, body lotions, shaving lotions and creams, and face sunscreens is likely to fuel the overall demand.