SoftSheen-Carson Optimum Care Sponsors My Nappy Roots: A Journey Through Black Hair-Itage A Revealing Documentary Unveils Candid Discussions About the Legacy of Black Hair

Actresses Vivica A. Fox, Kim Fields, Ella Joyce Among Others, Share

Unprecedented Dialogue About Their Hair Stories; SoftSheen-Carson Invites

Women to Tell Their Hair Stories and Win a Trip to Senegal

Feb 22, 2006, 00:00 ET from SoftSheen-Carson

    NEW YORK, Feb. 14 /PRNewswire/ -- SoftSheen-Carson, the premiere provider
 of hair products for people of African descent, sponsors My Nappy Roots: A
 Journey Through Black Hair-itage, a documentary by filmmaker, executive
 producer and director Regina Kimbell, exploring the legacy of black hair.
 This provocative film draws the curtain to view the honest and candid feelings
 black women have about their hair; the esteem, the struggle, the glory, the
 relevance.  Feelings shared in secrecy are now revealed to the public in an
 unprecedented look at the love/hate relationship and conflicting emotions
 black women have about "mane-taining" their esteem in a society that does not
 view their image as the traditional beauty standard.  The film also unveils
 how black women today embrace and celebrate the uniqueness that is their hair.
     The film features first hand experience from African-American hair
 industry leaders and celebrities such as Vivica A. Fox, Kim Fields and Ella
 Joyce.  SoftSheen-Carson will present a New York screening at the Directors
 Guild Theater, 110 West 57th Street, on March 29, 2006.  The reception will be
 held from 5:00-6:30 p.m. followed by the screening and discussion from
 6:30-9:30 p.m.
     "As a result of the short film winning numerous awards and critical
 acclaim and in addition to beauty, I felt compelled to expound on the powerful
 story of entrepreneurship, innovation in creating a billion dollar industry.
 It was an excellent fit for SoftSheen-Carson to come on board as a sponsor of
 the film," said Ms. Kimbell
     "SoftSheen-Carson, in its commitment to inspire beauty and respect for the
 role black women's hair has played in society, saw this film as an opportunity
 to celebrate and continue to encourage dialogue about a subject that has long
 been a topic of conversation in black female circles," stated Candace
 Matthews, President, SoftSheen-Carson. "As a primary sponsor of the film, and
 as a company created to inspire beauty through innovation for people of color,
 we recognized the emotional ties black women have with their hair, which lead
 to the rise of the billion dollar ethnic hair care category.  Our hair is our
 pride, our joy and our crowning glory, and SoftSheen-Carson encourages women
 to celebrate it."
     As a component of the film's screening, SoftSheen-Carson will begin the
 conversation for heart-felt dialogue among women; inviting them to share their
 "hair stories" and experiences with each other around the world through it's
 Our History. My Hairstory! promotion. From January 15 through February 28,
 2006 consumers will be invited to tell their "hair story" and send their
 submissions to Our History. My Hairstory Contest, P.O. Box 1940, Eglin,
 Illinois 60121-1940.  Five finalists will win an all-expense paid trip to the
 New York screening of the film to compete for the grand prize trip for four to
 Senegal, West Africa where our hairstory began.  Consumers can receive a free
 20-minute DVD preview of the film when they purchase Optimum Care Relaxer in
 January and February.
     SoftSheen-Carson Optimum Oil Therapy line and the Optimum Care line (fact
 sheets enclosed in the press kit) are the brands affiliated with this
     SoftSheen-Carson, Consumer Products Division of L'Oreal USA, is wholly
 dedicated to the care of hair and skin for people of color.  SoftSheen-Carson
 portfolio includes well-loved brands such as Dark and Lovely, Optimum, Wave
 Nouveau, Magic Shave, Let's Jam and Beautiful Beginnings.   For more
 information, visit
     For more information contact:
     Quamiesh McNeal
     Noelle-Elaine for SoftSheen-Carson

SOURCE SoftSheen-Carson