NEW YORK — Dark and Lovely has signed R&B singer Justine Skye as its newest hair color ambassador.

Justine Skye

The SoftSheen-Carson hair care brand, part of the L’Oreal USA Multi-Cultural Beauty division, said Skye will support Dark and Lovely Go Intense! Passion Plum, the hair color line’s latest shade, as well as the rest of the brand’s hair color portfolio.

Skye will be lending her talents to create dynamic digital content, drive social media campaigns, appear in advertisements and participate in key brand activations and live events.

“Our Dark and Lovely Go Intense! hair color collection features vibrant colors for the girl that isn’t afraid to take risks, and we believe Justine embodies just that,” commented Stacey Hoffstead, brand manager for Dark and Lovely. “With her flawless purple strands, edgy style and abundant personality, Justine is the perfect ambassador to represent Dark and Lovely.”

A powerfully pigmented permanent, non-drip hair color for African-American women of all hair textures, Dark and Lovely Go Intense! has been calibrated to work with the natural undertones of dark hair to deliver highly reflective color and intense shine with nourishing care.

The cream coloring, which comes in seven hues, including the new Passion Plum shade, also is formulated with olive oil to enhance color and shine while providing a soft feel, the company said.

Dark and Lovely Go Intense! Passion Plum hair color carries a suggested retail price of $6.99 and is available now at mass, drug and beauty supply stores nationwide.

“I am so excited to be working with Dark and Lovely as their hair color ambassador, and I’m honored to have been the muse behind their new Go Intense! Passion Plum shade,” Skye said in a statement. “My hair color is super-important to my look because it helps define who I am. It’s a characteristic of mine that makes me feel comfortable and different from the rest. I’m a purple girl!”

Dark and Lovely added that it’s also continuing #LoveMyColor, an online and social media campaign for its hair coloring that encourages women to show how much they love their color by uploading a selfie photo to LoveMyColor.com.