NEW YORK — Dark and Lovely has kicked off #LoveMyColor, an online and social media campaign for its Fade Resist Rich Conditioning Color hair coloring.

The Softsheen-Carson brand said that #LoveMyColor aims to encourage women to show how much they love their color by uploading a selfie photo to LoveMyColor.com. After customizing their images, participants then can share the photos on social media to inspire others to also share their selfies using hashtag #LoveMyColor.

Also accessible through #LoveMyColor are real-life “Hair Dyeries,” in which consumers share their personal stories of what makes them feel unique and confident, Dark and Lovely said.

By visiting LoveMyColor.com, viewers can experience the #LoveMyColor selfie generator, Hair Dyeries and the anthem video, which highlights seven individual profiles of dynamic women, ranging from fashion bloggers to well-known models.

“The provocative #LoveMyColor tagline goes beyond being a witty double entendre for women,” stated Michelle Ryan, senior vice president of marketing for the Multi-Cultural Beauty Division at L’Oreal USA, the parent of Softsheen-Carson. “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.”

Dark and Lovely Fade Resist Rich Conditioning Color is a no-drip, crème hair color in a low-ammonia formula that’s designed to color and condition hair. Fade Resist now includes a new extra-nourishing, moisture-rich conditioner infused with triple fruit oils (shea, avocado and olive) that help protect color-treated hair.

Specially formulated for relaxed and natural hair, Fade Resist provides hair with the nutrients it needs to protect it from color damage while providing brilliant color and shine, the company said, adding that the color is so rich and conditioning that it lasts for up to eight weeks.

Now available in 19 shades, including the new Berry Burgundy, Dark and Lovely Fade Resist is sold at Walmart and other mass retailers nationwide starting at $5.