NEW YORK — L’Oréal USA’s SoftSheen-Carson division is commemorating its 10th anniversary with a yearlong celebration slated to start in February in conjunction with Black History Month.

The brand, formed in the late 1990s through the joining of SoftSheen and Carson Products, is one of the most recognizable names in the ethnic hair care category. Prior to the merger, each brand was a trendsetter in the category, filling the needs of African-American women and men around he globe with products delivering new-to-the-market technologies.

Some of the innovations developed by the companies include Dark & Lovely, the market’s first no-lye relaxer, which made it possible for women to relax their hair at home for the first time; and Magic Shave, the first men’s depilatory.

“For the past 10 years, we have honored the deep heritage of our brands and have remained committed to our consumers by giving them trusted technology to care for their beautiful hair, their style, their way,” senior vice president and general manager Angela Guy said.

“We have an expansive portfolio of brands to meet the varied needs of our community, and we continue to invest more in the science of ethnic beauty than anyone in the world. Our brands deliver real results that help our consumers feel beautiful both inside and out,” Guy added.

In recent months, SoftSheen-Carson has added more products to its lineup and teamed up with a major retailer on a unique promotion.

Last month, the company added melon scent to its line of Let’s Jam shining and conditioning gels. The new product is available in regular- and extra-hold strengths. A light-hold version is due to debut later this year.

Meanwhile, SoftSheen-Carson’s Roots of Nature hair care line and Wal-Mart Stores Inc. have joined forces on a winter promotion that is offering all Roots of Nature products at discounts in Walmart stores across the country. The promotion runs until February 4.