Continuing its partnership with Primedia Unlimited subsidiary Wideopen Platform, local favourite hair care brand Dark & Lovely has launched its improved Relaxer Kits to women of ethnic origin in metropolitan areas across South Africa. Dark & Lovely has secured Wideopen’s large format outdoor sites in the Johannesburg and Durban CBD’s until the end of December 2010.

Ryan Cohen, Sales Director at Wideopen Platform explains, “Our strategically located sites on De Korte Street in Braamfontein and Louis Botha in Alexandra, ensure that the bright and striking Dark & Lovely Relaxer creative alerts metropolitan ladies aged 25 – 40 to the revamped kits, within close proximity to outlets stocking the new range.”

The 2010 contract with Wideopen is Dark & Lovely’s second year in utilising Wideopen’s large outdoor network to promote its range of hair and body care products. “Dark & Lovely’s continued partnering with us is testament to the fact that large format metropolitan advertising is key to driving both awareness and sales,” concludes Cohen.

The new and improved extra-conditioning relaxer cream is enriched with moisturising shea butter to soften and protect hair against dryness while relaxing, giving women self-confidence whilst achieving a glamorous look and sexy, shiny, straight styles.

Dark & Lovely’s Relaxer Kit outdoor campaign is supported by TV, radio and print, media components placed by Universal McCann.

For more on Primedia Unlimited subsidiary Wideopen Platform, visit www.primedia-unlimited.co.za

Issued on behalf of:                  Wideopen Platform
                                                Ryan Cohen
                                                Sales Director
                                                T: +27 11 832 2800

Prepared by:                             Owlhurst Communications
                                                Charlene Dennis
                                                Publicist
                                                T: +27 11 234 6520