CAMEROUNIAN/Nigerian artiste, Reprudencia Whitenicious popularly known as Dencia has been off the Nigerian music scene for a couple of months now. Aside music, she is also into business. She launched a skincare line, Whitenicious last year.
ENCOMIUM Weekly had an interview with her about her business, the alleged rumour that she supports bleaching and what to expect from her music career this year…
What are the goals, agenda you have set for 2014?
I want to be better, bigger and successful in everything I do. My agenda is a secret. It will come out one after another.
We didn’t see much of Dencia in the Nigerian music scene last year. Why, what should we expect this year?
Things were rather tough for me last year healthwise. But I was able to do some private shows. At the end of the year, I had Calabar Festival and Lagos Count Down, but could not attend because I got sick and the doctor advised me not to travel. So, I took time to chill out with my family.
You launched a skincare line, Whitenicious last year. What inspired the decision to go into beauty care product?
I am beautiful and I found something that can help millions of people around the world. I wanted to go into clothing line because I am a great designer but it seems every celebrity around the world is already doing that. I thought of perfumes, lipsticks. I also realized that everybody is into that as well. Earlier, a lot of companies had approached me to use my image and name on their product. A good friend of mine advised me not to do that but to start my own since I had the money to do it. I took her advise and started the journey to launch Whitenicious around June 2013, but it took longer because I was sick and was travelling. Thank God, it is here now and it is helping my brothers and sisters around the world suffering from dark spots and hyper pigmentation.
Whitenicious was sold out when it was launched, how does it feel?
Technically, we had a soft launch and sold 2,000 containers with no publicity from the media or anything. That was between December 25 and January 6, 2014. I later had a press release and within 24 hours, we sold 3,000. I originally started with 5,000, I wasn’t surprised it sold out. I was surprised about the speed. I know I am a brand, I know women love what I do, that is why they bought it.
Who are your clients?
We had the highest purchases from Europe and the USA then Nigeria, Ghana, South Africa. We have men, women, whites, blacks, Asians.
It has two products, the dark spot remover and dark knees, knuckles and elbow cream that helps with hyper pigmentation in those areas for all races.
How safe is the product, does it come with any side effect?
It is very safe, the only side effect is a good one which is that it helps clear the dark spots and hyper pigmentation. I put in over $50,000 to make it good and glamorous.
As the name implies, does it bleach the skin totally?
Whitenicious will take care of all dark spots and hyper pigmentation. Most people ask if dark skin people can use Whitenicious. It is also for dark people. Sometimes they have darker knuckles, knees. If they use the cream under two weeks, their skim colour will blend. Some people call it toning cream. What are they toning? If people want to tone, they should go to the gym. In America, if you are as black as Alec Wek, you can still use it. A lot of people alleged that I am encouraging bleaching. No, I am not. They can see it from the size of the cream. It is used for certain things. I cannot control how people will use it but Whitenicious is not for bleaching.
How profitable is the business?
Like every business, if you put in hard work, time, money, a good strategy and plan, you will definitely make a lot of money. I can’t tell you numbers but we have made some dollars from it, and we are investing it right back. I am producing TV stuff this year. So, it is just money coming in and going out. The business is more profitable for me because it is mine.
A telecoms company wanted to sign me as ambassador but they weren’t offering me what I asked, so I did not take their offer. I studied Business Management, I know a lot about business. I had a shop and hair salon at 15. I used the money my family gave me for passing my GCE to open it. So, I am not new in the business world.
Would you leave music to face business?
No, I love music, that is my passion. My business is doing great. I have people working for me. So, I can concentrate on other things. I am working on releasing a video I shot last year. I love executing one thing and then move to the next one.
Sex is over-rated and sex is for lovers who are trying to make babies, I am not trying to do so, it is not in my agenda.
How does it feel not having sex for two years?
It feels good, I am saving energy and mileage. I have better things to waste energy on.
Why do you want to wait till after marriage?
Because I am not in a rush, marriage is a commitment, I just don’t see myself falling in love, having sex and being both heart broken. I have never being heart broken, I can’t take a heartbreak and men these days expect anything from them. To avoid heartbreak if I meet any serious man we will meet the families, no sex for over six months. So, in the process they might find out they don’t like me so I can quit easily.
Is your boyfriend not complaining?
I am not in a relationship now but I have dated someone somehow within two years but it was not physical, it was more emotional. He was in Europe and I was in America, that made it easy and he wasn’t complaining neither was I. We stopped talking later. Sex doesn’t do it for me, but a man who can hold my attention and whose attention I can hold with just text messages, phone calls, Skype, that is what I love.
– SHADE WESLEY-METIBOGUN