L’Oréal is attractive to empower black women in its latest attack #LoveMyColor, advised to advice the relaunch of its Dark and Lovely Fade Resist, a beard blush cast for black women.
The online and amusing campaign, launched aftermost week, consists of a microsite LoveMyColor.com and a branded video that appearance a cardinal of black females defining their beard blush with phrases like “life-changing,” “rule-breaking,” “fiercely beautiful” and “proudly personal.” Mice Ryan, svp of business for L’Oréal’s multicultural adorableness ision, told Digiday that this attack aims to appearance w Dark and Lovely affects women’s beard colors and w they feel empowered. “Hair is a way for women to accurate themselves and we appee them to allege about their bright lives. So we appee to go above a acceptable attack and affix women at an affecting level,” said Ryan. The attack was done by Tag Creative.
By uploading a pto to LoveMyColor.com, users can access a byword or a chat to call what their beard blush agency to them. Again they can allotment the pto on Facebook and Twitter with the hashtag #LoveMyColor as a agency of alarming others to additionally allotment their own definition.L’Oréal collaborated with 15 influencers on social, including Claire Sulmers, editor-in-chief for Fashion Bomb Daily, to extend the ability of the campaign.
Altugh L’Oréal debuted #LoveMyColor aloof a anniversary ago, the aggregation apparent the campaign’s TV, programmatic affectation and YouTube apparatus aback in February, which accept apprenticed 20 percent sales advance aback then, according to Ryan.
Coincidentally, Dove Beard Care’s best contempo #LoveYourHair action serves to empower women, as well, carrying a bulletin that beard is a antecedent of aplomb that pushes women forward. As allotment of the campaign, its blur swcases absolute women w abrasion their beard w they cose, behindhand of alien pressures that may accept told them otherwise.
L’Oréal has apparent abundant affect in #LoveMyColor, said Ryan. And by talking to groups with actual altered cultural backgrounds and traditions on amusing media, L’Oréal is able to accomplish its articles added accordant to anniversary group.
Ryan’s aggregation will brace the campaign’s footage the aback bisected of the year, and will abide to body aloft the action with a few new account aing year.
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