Chisom Mariah Udezeh

Overview of Lush Hair Competitors in Niger ia's Hair Care Market 1. Competitors: Darling Nigeria X-Pression Noble Hair Kanekalon 2. Key Competitor Analysis Factors: ➔ Product Offerings: Range of hair extensions, wigs, weaves, braids, colors, and textures. ➔ Pricing: Affordability, premium pricing, discount offers, bundles, and promotions. ➔ Customer Demographics: Age, income level, purchasing behavior, and regional preferences. 1.Product Offerings Brand Product Types Unique Selling Points Lush Hair Extensions,braids and wigs Quality synthetic fibre,natural look ,variety of textures and colours. Darling Nigeria Braids,,weaves,extensions . Affordable ,wide range oof synthetic options. X- Pression Braids,weaves ,synthetic wigs Durable ,affordable ,coolour variety Noble Hair Weaves,extensions ,wigs Known for premium quality synthetic and human hair options Kanekalon Extensions,braids Known for natural texture and flame resistant properties. 2. Pricing Brand Average price range Price Positioning Lush Hair #500-#3,000 Mid range Darling Nigeria #300 –#2,500 Budget X– Pression #400 - #2,000 Budget Noble Hair #1,000- #6,000 Premium Kanekalone #700 - #2,500 Mid- range Key Findings 1. Product Differentiation: Lush Hair is distinguished by its emphasis on quality synthetic fibre and a more "natural look." However, brands like Kanekalon and Noble Hair offer competitive advantages with durable, premium-quality options. 2. Pricing Strategy: Darling Nigeria and X-Pression capture the budget-conscious segment, while Lush Hair and Kanekalon are positioned more mid-range. Noble Hair caters to a premium market, appealing to high-income consumers looking for quality. 3. Customer Demographics: Most competitors target young urban and semi-urban women in Nigeria, aged 18-35, who prefer affordable yet fashionable hair options. Recommendations 1. Expand Product Range: Lush Hair could consider expanding to premium human hair options to capture a higher-income demographic. 2. Flexible Pricing Options: Introducing budget-friendly bundles or promotions can appeal to the low-income segment captured by Darling Nigeria and X-Pression. 3. Targeted Marketing: Increase visibility in southern Nigeria and urban areas where premium brands like Noble Hair thrive, and focus on 18-35 urban women who seek quality and style.