As the biggest new product launch in South Africa in 2014, Soft & Shiny provides a simple three-step hair care regimen consisting of a mild shampoo, a gentle conditioner and an easy comb spray to meet the specific needs related to tight curls and dry hair for all ages.
“Our team realized there was a market gap after research revealed that moms were looking for a routine that catered to the unique needs of ethnic hair,” said Mehnaaz Ahmed, JOHNSON’S® Baby Product Manager.
More than 80 percent of moms who tried the products believed they left their children’s hair soft and shiny and performed better than their usual products of choice.
Last year, Soft & Shiny was also launched in Kenya, Angola and Zambia. Doug Cunningham, Area Managing Director for the Sub-Sahara African Cluster, said Soft & Shiny is the key to future growth within the region. “In 2015, the product line will be rolled out to Nigeria, Tanzania and Ghana.”
Soft & Shiny has brought new users into the hair care category and has also produced a +31% category growth, which is rarely seen with a product launch. Soft & Shiny was voted by 5000 consumers as hair care Product of Year 2014 in South Africa and also won the innovation award at the Mama Magic expo.
Consumers are delighted with the new product, as evidenced by feedback from moms:
“It has always been World War 3 when I have to comb my baby's hair after bath time. Now with this new product her hair is soft and shiny and easy to comb. There are no more tears. Now it’s just smiles,” said one happy mom.