Kaneka Corporation Japan, manufacturers of Kanekalon hair fiber will once again be crowning the African queen at the second edition of its Miss Kanekanlon pageant billed to hold in Lagos by November.
The group in a statement said the pageant will also encourage loyalty to as well as create awareness about Kanekalon as a brand, while also giving back to ladies and at the same time.
Addressing participants in a summit organised by STB McCann and publishers of African Hair and Beauty Magazine with the Associations of Hairdressers, Barbers and Cosmetologists in Lagos, the Managing Director, STB McCann, Lagos, Mrs. Mowunmi Owodunni said, her company has decided to use the pageant as a medium to encourage ladies and show them how beautiful they can actually be, increase their confidence and elegance through braids and competition, which why the first edition of Miss Kanekalon Pageant came up last year.
She said, the pageant is coming out bigger and better as the competition is expanding to Ghana so that competitors from Ghana can also participate, adding, “so we are coordinating from both Nigeria and Ghana at the same time.”
She explained that STB McCann is fully involved in organising Miss Kanekalon Pageant because, “We at STB McCann are not the regular adverting agency, we are an idea generating agency and what that means is that we have moved into an era of marketing whereby it is not about advertising alone, because adverting alone does not achieve the kind of objective we are set out to achieve. We are now moving into a more dynamic marketing environment whereby you need different tools of communication to get your message across to your audience.
The STB McCann boss revealed further that over the years, the company has also engaged brand ambassadors where Stephanie Okereke was made Kanekalon Brand Ambassador, all in a bid to ensure that Kanekalon became a very big brand in Nigeria.
“We have done ‘Nite of a Thousand Braids’, which has engaged consumers, we have done educational campaigns over the years as to what Kanekalon is and we have constantly educate the stylists and consumers about the new development within the Kanekalon terrain,” she said.
To further make the Kanekalon brand to stand out as number one in the Nigerian market, Owodunni said the company decided therefore to engage young ladies in a hair beauty pageant, which will not only encourage loyalty to the brand and also create awareness about Kanekalon as a brand, but will also give back to ladies while encouraging them to be the best they can through hair and beauty.