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Dark and Lovely Au Naturale
"Curl Power"

RAN IN: United States

CLIENT
SoftSheen-Carson

Nicole Fourgoux - SVP, General Manager
Erin Cast - VP, Mktg.

AGENCY
Publicis Kaplan Thaler *Lead Agency

Linda Joselow - EVP, Group Acct. Director
Laronda Davis - VP, Assoc. Creative Director
Monica Eisenhauer - Print Production Manager
Tanya Hill - VP, Acct. Director
Jana Jarosz - VP, Creative Director
Josiane Ohana - SVP, Group Creative Director
Mary Grace Roxas - Asst. Acct. Executive
Jeri Slater - Broadcast Producer


Bratskeir & Company


SUMMARY

As the country becomes more multicultural, the beauty world - including Dark and Lovely, which had built its success around relaxers (the chemical straightening of natural hair) - found itself at a crossroads. Did it keep pushing the straight-hair agenda or embrace the natural-hair trend that was gaining momentum from coast to coast? Sales of Dark and Lovely's, relaxers, were steadily declining. Something had to change. Dark and Lovely's Au Naturale launch brings the brand into the future so all AA women can be proud to say, "We are Dark and Lovely."

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Print,OOH,Consumer Involvement

Audience: Cultural or Ethnic Group,Women,Young Women (20-35)

Objectives: Build, defend brand position

Type: Business-to-Consumer

Classification: National

Language: English