Hair brand commits to products rooted in African realities
Imperio Cosmetics, beauty and personal care firm, has unveiled its new haircare range, Hair Harmony, in a product launch that eschewed conventions of a standard trade presentation in favour of
Imperio Cosmetics, beauty and personal care firm, has unveiled its new haircare range, Hair Harmony, in a product launch that eschewed conventions of a standard trade presentation in favour of an immersive consumer experience at Alcove Event Spaces in Lagos.
The event, which drew beauty professionals, content creators, trichologists, and public figures, was structured around five interactive touchpoints through which guests were invited to observe, test, and evaluate the products firsthand.
Among those present were television personalities, Omowumi Dada, Hauwa Magaji, Oyin Ademii, Temilade Ladejobi, and digital creators, Fikunmi, Sayoo, Sharon Emphraim, Ejiro Arure, Akinremi Mariam Folasade, Lizzy Agwazie, Sewapelumi, Doctor Adefunke, Faizah (known as _teenih), and Debby.m, among others.
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Trichologist, Adenuga Adeola, formulation specialist, Azhar Jomaa, of the laboratory department, and Marketing Director, Roseline Abaraonye, addressed questions on the science underpinning the range.
Abaraonye described the principle behind Hair Harmony as a commitment to developing products rooted in the realities of African hair — its textures, moisture requirements, and the practical demands of everyday care routines. “The idea was to create products that truly respond to the realities of African hair,” she said.
Ms. Jomaa elaborated on the range’s formulation scope, noting that while the products are designed primarily for African hair and skin types, certain items had demonstrated applicability to synthetic hair. “Some can also be used on synthetic hair to add shine or restore curls,” she told attendees. Adenuga reinforced the importance of personalised application: “If hair is coarse, you may need more product. If fine, you need less. It is about adjusting to your hair.”
Loctician Charles addressed the needs of guests with locs and finer hair textures, advising that product quantities should be calibrated to hair type. “For microlocs with fine hair,” he said, “leave-in conditioner gives more strength and prevents snapping.”
Hosted by Omajaybrand, the event also featured competitive games in which guests were divided into two groups, Team Harmony and Team Purple, for rounds of hair trivia and Tic Tac Toe, an approach designed to communicate the brand’s identity as both educational and accessible.
The full Hair Harmony line presented at the launch comprises a Strengthen Shampoo, Rosemary Oil, a Hair Mist infused with aloe vera and rosemary extract incorporating nano scent technology, Leave-In Conditioner, and Hair Food. Growth Brand Manager Esther Ahamba described the range as inclusive by design.
When asked by a guest whether the products were suitable for synthetic hair, Ms. Ahamba confirmed that tests on wigs had produced favourable results. “The leave-in conditioner restored curls and shine, and the hair oil added extra sheen,” she said.
Head of Digital Marketing Naomi Concordia Atafiri-Biyang offered practical guidance on product integration into routine haircare, advising that washing twice monthly alongside the full product range was sufficient to maintain hair health.
Beyond the product-focused stations, guests were also offered access to a Lounge and Play area, which featured a Gem Bar where attendees could create personalised hair accessories. Creator Fikunmi described the station as a meaningful complement to the product education offered elsewhere at the event: “It was fun to create something personal while learning about the products.”
