Speaking to journalists at a virtual event to mark the company’s 25th anniversary, Founder/CEO, Chika Ikegathe takeoff was rough, but they were determined to weather the storm, defeating initial resistance and sabotage from brokers and distributors.
The company has created personal care solutions that allow each woman to unleash their unique style and personality, but faced questioning from markets including beauty salons, a situation exacerbated by distributors.
But Nature’s Gentle Touch beat them both by launching platoons of influencers from youth armies at colleges across Nigeria. The ride between the brand and the young elite has developed over the years into a cheery and engaging one, and trust has been built as we have seen the solutions offered by Natures Gentle Touch gain global appeal and acceptance. .
While many may be thinking of a successful business that has survived for 25 years in terms of balance sheet and bottom line, Ikenga is content to redefine the personal lifestyle segment.
He said, “We are proud to be a 100% Nigerian brand, dedicated to empowering Nigerian and African women with the knowledge they need to express themselves through both their hair and personal lifestyle. You have taken a bold step.”
Reflecting on the early days of the business, Ikenga noted that when agencies appeared to be an obstacle for brands to enter the market, they avoided agencies and entered the market directly.
“Our story cannot be told without mentioning Nigerian higher education institutions, especially the University of Lagos.” Ikenga pointed out.
He keeps in mind that budget constraints prevent him from adding traditional marketing to his strategy. But they found a way around this by using word-of-mouth and person-to-person marketing at a university in Nigeria.
The University of Lagos served as a starting point from where other universities were added.
It has always been difficult to convince the masses of young people in higher education institutions. they are already accustomed to foreign products, “Our branding made them think the Natures Gentle Touch brand was imported.” Mr. Ikega pointed out.
But once they were satisfied with the quality, they embraced the solutions offered by the Natures Gentle Touch brand with both hands.
Applying lifestyle issues to business
Senke Ikega was trained as an industrial chemist. In the course of his work, he noticed that many African women struggled to discover their lifestyles and flaunt their identities as strongly as they liked.
He was inspired to create organic solutions for each person.
According to Ikega,We found that up to 80% of women in Nigeria and Africa are in need of bespoke hair care solutions due to weather, diet and other reasons. Her passion for solving these problems has created Nature’s Gentle Touch.
“Our core product is personal styling solutions. In our business model, this is best offered through our hair lab. Isolo only had one: Victoria Island and Ikeja.” Added 2 properties to GRA.
“Often we talk more about the Hair Institute than about the products because we want people to experience it and identify for themselves. I can’t remember the problem.” GMD is highlighted.
Top celebrities, beauty queens and discerning women adopt NGT
The success story of Nature’s Gentle Touch is that the personal style solutions it offers have attracted many famous celebrities, beauty queens and discerning women.
The brand serves those who can afford it, but consistently delivers on all its promises.
United States-based Nigerian supermodel, Oluchi Onwegba It was among those associated with Nature’s Gentle Touch. She proudly showcased her customized style solutions offered by the brand.
Another prominent beauty queen who has endorsed Nature’s Gentle Touch is former Miss World. Agbani Darego.
Those who know Onweagba and Darego will declare that it must be worth it for these icons to put their name and personal brand on their personal style.
On the world stage, beauty queen and supermodel Leila Lopez recently proudly accepted the marketing of Nature’s Gentle Touch personal lifestyle solutions.
CONQUER AFRICA, GO TO THE WORLD
Nature’s Gentle Touch journey, which began in 1997, may have been a roaring success for outsiders, but business pioneer Ikenga wants to reach more women around the world with personal style solutions. We focus on helping.
This led the company to acquire a South African cosmetics company and set its sights firmly on other African countries and other parts of the world.
According to Ikega, Natures Gentle Touch is focused on offering a unique service in other markets around the world, where many people, especially Africans, use their hair to express their own style and identity. I found that it expresses
“We want to make the solutions we offer accessible to more and more people around the world. Our acquisition in South Africa is a sign of our intentions. and want to leave their mark on other continents.
“We may also consider taking the opportunity for the public to become part of the ownership by issuing shares and listing them publicly.” Added Ikenga.
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