Posted by on Jul 15, 2017 | 0 comments

South Africa and UK – Digitally focussed creative agency Conversation LAB adds Kinky World of Hair, the SA market leader in dry hair products, to their growing stable of Female Care FMCG clients.

Conversation LAB has been appointed as the Digital agency of record across the full range of Kinky products which include human hair, wigs, weaves, braids and hair accessories. Kinky World of hair has been a market leader in the dry hair products since 1971, operating 22 stores across SA in addition to selling through a range of leading retail brands.

Heather Goate, Godrej South Africa, Head of Marketing for Dry Hair stated: “Conversation LAB has done an outstanding job on the wet hair brands within our stable, most notably Inecto and Renew hair colour ranges, both now #1 market share, so it is with confidence that we have appointed them on Kinky, another of SA’s favourite brands. We see digital playing a significant role in this category.’’

In 2014 Reuters reported that the dry hair market is estimated to be worth over R66billion across Africa. South Africa is regarded as the largest hair care nation in Africa with the black hair care industry estimated to be worth R10b.

Commenting on the new business win, Kevin Power, Group Managing Director of Conversation LAB said: “We have had great success in the wet hair market with Renew and Inecto – so to now get the opportunity to work on Kinky, a household name in the dry hair market is hugely exciting. This is where the real action is in female care – and Kinky is at the forefront.”

The agency will be responsible for developing, implementing and tracking a multi-layered digital eco-system. This will include management and development of all content across a range of Social Media platforms, a new website and mobile site fully optimised for the huge Google search market, engaging with influencers and managing all digital media spend – a full end to end digital solution for Kinky under one roof.

For more information, contact Kevin Power at Conversation LAB:

kevin.power@conversationlab.com 031 536 3412 / 071 340 3119 www.conversationlab.com