CURL POWER
[posters, print, digital, live events, ooh, tv]
After 30 years of messaging that praised straight hair, many thought Dark and Lovely couldn’t adapt to a beauty standard that now embraces natural hair as well. Until we created the Effie-award winning campaign that celebrates “Curl Power” on a truly grand scale. By launching the Dark and Lovely Au Naturale brand, driving share to 5.9%, and reaching the #2 spot within first 8 months of launch, we helped the brand reclaim its voice by taking our message of strength directly to the ladies who inspired it, with out-of-home, digital, print, TV, social and live launch events to leverage the Dark and Lovely fashion heritage for today’s stylistas.