Fade Into The Background? No Way!

Dark and Lovely's #LoveMyColor Campaign Empowers Women to Celebrate Their Diversity and Individuality

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Apr 21, 2016, 12:56 ET

NEW YORK, April 21, 2016 /PRNewswire/ -- Dark and Lovely—the brand that has empowered women for more than 40 years, and the first to create hair color specifically for African-American women—is proud to announce the launch of #LoveMyColor, a celebration created for its Fade Resist Rich Conditioning Color. The "life-changing" campaign gives women a platform to not only embrace their beauty, but to highlight their colorful personalities, which make them who they are.

It's time to give voice to the Dark and Lovely woman. Powerful and provocative, #LoveMyColor is about more than just hair color - it's about you, and your colorful life. It's a chance to see, hear and feel the words of powerful, intriguing women living unique, interesting, confident lives. Your beauty is on your terms, as it should be. Your look. Your life. Your color. Show us how you love your color: www.lovemycolor.com.

#LOVEMYCOLOR
Beginning this week, Dark and Lovely is giving a voice to women everywhere, and encouraging them to visually demonstrate how much they love their color with a user-generated selfie. By uploading a photo to LoveMyColor.com, users are able to describe what their color means to them, by using terms such as "strong," "rule-breaking," and "amazing," to name a few. After customizing, their photos can then be shared on social media as a means of inspiring others to also share their own celebratory selfies using hashtag #LoveMyColor.

"The provocative #LoveMyColor tagline goes beyond being a witty double entendre for women," says Michelle Ryan, SVP Marketing, Multi-Cultural Beauty Division, L'Oreal USA. "This Dark and Lovely campaign connects with women on every level; their skin color, hair color, and their colorful lives. The look, tone and feel are authentic and anthemic—we hear her voice, we see her moments, and we believe in the hair color that she believes in."

MY COLOR IS...
#LoveMyColor also consists of real-life "Hair Dyeries" which is a call to action for consumers to share personal testimonies of the things that make them feel powerful, unique and confident. By visiting LoveMyColor.com, viewers will be able to experience the #LoveMyColor selfie generator, Hair Dyeries and the inspiring anthem video—which highlights seven individual profiles of dynamic women. These women span from fashion bloggers to well-known models, but their commonality is refusing to "fade into the background!"

"The #LoveMyColor campaign is so amazing, because it puts women of color in the forefront," says Claire Sulmers, Editor-in-Chief, FashionBombDaily.com and Dark and Lovely's campaign ambassador. "It celebrates the vibrant colors that we possess—from our hair colors to the colors of the shoes we wear. Color is a way of showing our personality, so there was no hesitation for me to show it off with Dark and Lovely!"

Dark and Lovely worked collaboratively with TAG Creative, a boutique NYC-based creative agency, to form this visually stunning, powerful and bold campaign that celebrates real women and their individual styles.

THE COLLECTION
Dark and Lovely's Fade Resist Rich Conditioning Color is a no-drip crème hair color in a low ammonia formula, designed to both color and condition hair. Now, along with a vibrant new Berry Burgundy shade—that has been added to the nineteen-shade collection—Fade Resist offers a new extra nourishing conditioner in each package. This creamy, moisture-rich conditioner is infused with Triple Fruit Oils—shea, avocado, and olive oils—for extra nourishment and moisture that help to protect color-treated hair. Specially designed for relaxed and natural hair, Fade Resist provides hair with the nutrients it needs to protect it from color damage, while giving users brilliant color and shine. The color is also so rich and ultra-conditioning that it lasts for up to eight weeks.

Dark and Lovely Fade Resist is available for purchase at Walmart, DarkAndLovely.com and other mass retailers nationwide starting at $5.00. To join Dark and Lovely's #LoveMyColor campaign, visit LoveMyColor.com or follow on Instagram, Facebook, Twitter and YouTube.

About Dark and Lovely
Dark and Lovely is proudly dedicated to the legacy of serving haircare and styling needs of African-American women. As a subsidiary of the L'Oreal USA Multi-Cultural Beauty Division, Dark and Lovely continues to unveil breakthrough hair innovations for women of color, including: Au Naturale, a hair care collection designed to take the guesswork out of styling and caring for natural hair, and Fade Resist Rich Conditioning Color, a no drip crème haircolor available now with new extra nourishing conditioner infused with Triple Fruit Oils – shea, avocado and olive – to deliver color so rich, so ultra-conditioning it lasts for up to 8 weeks. For more information, visit www.darkandlovely.com.

About TAG Creative
TAG Creative makes content; stories, images, and experiences that bring a brand to life. For over 15 years, TAG has forged powerful emotional connections with image-driven clients and audiences, tagging every project with killer creative that is engaging, game-changing and always memorable.

TAG Creative is a full service creative agency and a true partner, from beginning to end; providing brand strategy, creative solutions for advertising and digital campaigns, production, media and social strategy.

Media Contacts
Crystal Thompson
PR Director, L'Oreal Multi-Cultural Beauty Division
[email protected]
212.984.4663

Lauren A. Clements
PR Director, Bratskeir & Company
[email protected]
212.679.2233

Katie Campisano
Senior Account Director, Code Morris
[email protected]
908.247.8678

Video - http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/SC_Anthem.mp4

SOURCE Dark and Lovely