NEW YORK, N.Y. – Proudly dedicated to its legacy to catering to the hair care and styling needs of African American women for over 45 years, the all-new and empowered Dark & Lovely, has officially unveiled a fresh new look and feel for the modern day. Having undergone a full brand revitalization, including a new logo and brand aesthetic, Dark & Lovely is redefining expectations of cultural, traditional constructs and norms for women of color. The pioneering brand has evolved and is addressing the role hair plays in that expression with the Dark & Lovely & __ campaign
This rebrand comes on the heels of Dark & Lovely’s 2017 45th anniversary celebration, honoring its launch as the first at-home relaxer and hair color formulated specifically for African American women. From past to present, the brand has stayed true to its roots of helping people of color to embrace their unique looks and styles by creating the most innovative products to help them define and express their beauty.
The Dark & Lovely & __ campaign celebrates those who authentically express who they are and encourages women to recognize their infinite, internal power, helping them to find their individual voice.
“The Dark & Lovely consumer is bold, she is dynamic and she is constantly changing,” stated Kristen Blandon, vice president of marketing at SoftSheen-Carson. “To continue to be the brand she chooses for her evolving hair needs, we must evolve too!”
Iconically known for its growing collection, including fade-resistant hair colors, Dark & Lovely has continued to change with the times. This rebrand will continue to showcase those efforts by not only providing women of color with state-of-the-art hair technologies that they can trust, but also empowering them to feel and be confident in who they are, both inside and out.
The all new Dark & Lovely is just getting started and will continue to evolve with new innovations to come in 2020. The first being upgrades to its signature Fade Resist hair color and relaxer product lines.
Dark & Lovely Fade Resist (starting at $5)
The No. 1 hair color brand designed for women of color now has a new Nourishing Care conditioner infused with Vitamin E and Argan Oil to help protect hair from dryness. Offering the largest shade palette (18 shades) for women of color, the no drip application provides up to 100% gray coverage, locking in brilliant shine for up to eight (8) weeks of vibrant, rich conditioning color.
18 Vibrant Shades
● 396 Luminous Blonde
● 384 Light Golden Blonde
● 378 Honey Blonde
● 379 Golden Bronze
● 380 Chestnut Blonde
● 377 Sun Kissed Brown
● 376 Red Hot Rhythm
● 362 Crimson Moon (NEW)
● 326 Berry Burgundy
● 394 Vivacious Red
● 374 Rich Auburn
● 391 Brown Cinnamon
● 386 Brown Sugar
● 401 Hazelnut Brown (NEW)
● 373 Brown Sable
● 372 Natural Black
● 382 Midnight Blue
● 371 Jet Black
Dark & Lovely Triple Nourished Silkening Relaxer ($7): Delivering salon worthy results, leaving hair feeling nourished and silky smooth, the NEW Triple Nourished Silkening Relaxer system helps deliver the conditioning care needed for healthier looking hair. The No Lye formula helps preserve five signs of healthy hair – moisture, shine, strength, softness and body. Consumers are able to relax any way they want – they can retouch, tex-lax, spot treat (edges, nape, etc.) for style versatility. Key Ingredients include: Shea Butter, Avocado and Jojoba oil. Key properties include: Fiber Strength Properties that help preserve internal strength infused with proteins, Recharge Moisture Mask which adds moisture; infused castor, jojoba and avocado oils and Recovery Shine Concentrate which replenishes shine and softness with coconut oil.
Dark & Lovely products are available for purchase at Wal-Mart, Dollar General, Family Dollar and Amazon.com.