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Naija Black Hair Festival: ‘Braidinesse’

Naija Black Hair Festival: ‘Braidinesse’. Registration . Workshop. Expo. Prizes Prescribers-Use Event. Concept. Hairstylists seeking platforms to showcase capacity and gain support for trade register for participation in the programme

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Naija Black Hair Festival: ‘Braidinesse’

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  1. Naija Black Hair Festival: ‘Braidinesse’ Registration . Workshop. Expo. Prizes Prescribers-Use Event

  2. Concept • Hairstylists seeking platforms to showcase capacity and gain support for trade register for participation in the programme • Participants would undergo a workshop on how to build, brand and market hairstyling outfits • Participants would them compete in a braiding competition where the finest sets win business grants to support/build their hairstyling outfits • The program is registration and sponsorship-driven • Sponsors’ products (weavon and hair accessories) to be purchased and used by the participants • Top hairstylists to emerge from the ‘Braidinesse’ competition to sign agreement to use and prescribe sponsors brands and products for at least 6-months

  3. The Market • Size: 94.2 million users (knoema) x average #1500 monthly per user = #141. 3 billion GRPM - Brands: (shampoo, conditioner, oil, weavon) Natures Gentle Touch, Venus, Promaxx, Topklass, Vinos, Morning Star, Soulmate, Dark and Lovely, Argan, Nexxus, etc. • Competitive Landscape: “Local and foreign manufacturers in the hair and beauty segment of the market are locked in supremacy battle” (Princewill Ekwujuru, Vanguard, 7 February 2018) • There is a fierce battle to gain competitive edge product improvement, share of voice and trade partnership among hair products manufacturers • Target Prescribers: In a bid to leverage entrepreneurship to support the economy, millions of young Nigerians (educated and uneducated) have learned hairstyling but short of financial support and marketing skills to open a proper hairstyling business

  4. Trends in User/Prescriber-Use Product Events • Beer Festival • Fashion Week • Drink Fair • Sleep Fair • GTBank Food Expo etc.

  5. What Is Left Unexplored? The Industry for Hair Beauty Products/ Users & Professionals

  6. Opportunities • The trend and knack for user-use driven product events • Contextualization: African beauty is synonymous with braiding and its ingredients • The massive population and the bourgeoning hair-styling market • The fierce competitive landscape in the hair beauty market • Growing number of young men and women, educated and uneducated, Nigerians taking up the hairstyling profession

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