Natures Gentle Touch and Oluchi Celebrate 12 Years of Partnership

The accomplishment of Natures Gentle Touch is a celebration of a true African invention to provide solutions to needs that stemmed from our uniqueness. Today it is an internationally recognised provider of personal care solutions.
 
April 28, 2009 - PRLog -- The popular hair care brand of Nigerian women, Natures Gentle Touch celebrates 12 years of providing quality products and leadership to the hair care industry in Nigeria and the African continent. Natures Gentle Touch boasts a rich history and is the preferred brand by young and tendy African ladies. This is so especially in Nigeria from where the brand evolved just 12 years ago.

In the late 80’s and early 90’s, most women preferred the alternative of braiding their hair rather than visiting the salon to have it relaxed. It was uncomfortable then for anyone using a hair relaxer product because of the scalp irritation and burns that often accompanied this service. However, the need to maintain a beautiful hair meant women returned to the salon to have their hair relaxed despite the pains. As the women were undergoing these challenges, a lasting solution was being sought. A young entrepreneur commissioned a research with a group of cosmetology chemists to find the causes of the problem and possible solutions to it.

The research revealed that majority of the relaxers in the Nigerian market at that time were foreign products formulated with a high content of chemical actives, but without the corresponding palliative effects of additives that minimise the discomfort to customers. Education was also a challenge. Hairdressers at that time seldom followed the manufacturers’ instructions on how the relaxer should be applied.

The action of the relaxer product on the hair is dependent on the twin factors of time and heat. The product when applied to the hair must be rinsed off within a certain time period. Washing off too early leaves the hair un-relaxed and too late results in over-processed hair with scalp irritation and burns. This is a delicate balance that requires the expertise of well trained hairdressers. Also, the room temperature during relaxer application needs to be controlled to avoid scalp irritation. In a tropical climate like Nigeria’s, it is imperative every salon is equipped with air conditioners.

To offer a lasting solution to the women therefore, it became clear that hairdresser education and the upgrading of salons must accompany a new product formulation.

So what was the solution to this problem? The researches went ahead to formulate a relaxer which was premised on the hair texture of Africans and the weather conditions of the continent. In 1997, the new relaxer was tested on 1,000 ladies and the result was a big relief to them. No scalp or skin irritation was recorded, the hair was well relaxed and did not break, and their hair colour was not bleached. The test was a huge success and in their excitement, the ladies began to refer to the new blend as the "Painless Relaxer". The originators though choose to brand the product as “Natures Gentle Touch”. So was conceived a hair relaxer specially formulated for Africans living in Africa. The product became the certification that ladies looked out for before patronising a hair salon.

Natures Gentle Touch was widely adopted by women, so the brand went further to package a total solution for the ideal salon visit when they launched the No-Lye Relaxer Kit. The kit which is a combination of the No-lye relaxer, activator gel, neutralising shampoo, cholesterol and a leave-in conditioner provided the ladies with products to take care of a the hair after relaxing.

The success of Natures Gentle Touch was about to be celebrated internationally when in 1998, an opportunity presented itself for the brand to endure international critique. A young Nigeria girl had just made it to the finals of the first edition of the MNET Face of Africa Competition. Oluchi Onweagba in her submission disclosed that Natures Gentle Touch has always been her favourite relaxer. The brand got wind of her disclosure and pledged to supply all her hair care requirements for the competition. Oluchi went ahead to win the competition and her overall appearance was highly acclaimed by renowned fashion experts. Her hair-style was remarked as being sophisticated and Afro-Western. Natures Gentle Touch received international acclaim and had identified itself in a rising star.

In 2006, the brand adopted Oluchi as its Ambassador in a well-attended event held in South Africa. Speaking at the choice of the international model as its ambassador, the brand’s spokesperson Brenda Mapane disclosed that Oluchi personifies the identity of the brand, which is fresh, sassy, spirited, personal and empowered. She is a representation of the true African beauty, which was what spurred us to develop a product that will empower the African to reveal the beauty within. Natures Gentle Touch represents a young, stylish and confident personality.

The brand which is also an equal opportunities provider employs staff in its operations in countries such as South Africa, Nigeria and Ghana. Natures Gentle Touch has remained focused in delivering its brand promise by developing products that empower individuals to reveal their beauty within and embrace their unique sense of style with the addition of the Deep Conditioning Cholesterol Treatment and the Silky Neutralising Shampoo products.


On a corporate social responsibility platform, Natures Gentle Touch has organised periodic hair stylist seminars and workshops to train hair stylists in delivering modern solutions to hair care. In 2007, Recare Cosmetics International, owners of the Natures Gentle Touch brand established the Recare Hair Institute in Lagos, Nigeria. The Institute provides basic, advanced and specialised hairdressing courses to beginners and practicing stylists. Equally the brand sponsored the 2007 University Tour embarked upon by Oluchi across higher institutions in Nigeria to mentor the upcoming generation on the need to embrace their true African identity.

In December 2008, the brand organised the first-ever hair stylist competition in Nigeria known as the Expert Touch Awards to recognise, promote and reward the art of hair styling in Nigeria. The event was an opportunity for practising stylists to showcase their art and learn modern tips from professionals. The participants who were rewarded with cash prizes and a pack of Natures Gentle Touch products were also given an opportunity to undertake advanced hair care training at the hair institute.

The accomplishment of Natures Gentle Touch is a celebration of a true African invention to provide solutions to needs that stemmed from our uniqueness. Today it is an internationally recognised provider of personal care solutions. In celebration of its 12th anniversary, Natures Gentle Touch is packaging the “Unleash ur Style Initiative” while its brand ambassador will be back to embark on another round of her University Tour.

Recare the leader in African skin, hair and personal care researches, produces and markets world class, high quality products that deliver on the beauty needs of Africans. The Recare brand invokes in its customers an instinct for style, a sense of adventure and a love of fashion. It owns the Natures Gentle Touch brand, a hair care brand for young and trendy females. It also owns the premium brand, Hairsavvy, a hair care brand for the sophisticated and accomplished woman.

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Recare the leader in African skin, hair and personal care researches, produces and markets world class, high quality products that deliver on the beauty needs of Africans.
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Email:***@recarecos.com
Tags:Recare, Hair Institute, Natures Gentle Touch, Hairsavvy, Beauty, Haircare, Students, Hairdressing
Industry:Cosmetics, Beauty care, Hair care
Location:lagos - Nigeria
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