The campaign featured Gen Z and transgender talent who really laid the groundwork for the brand's now-partnership with actress and activist Storm Reid. The campaign was a new emphasis and an opportunity to speak to a younger consumer who was just being introduced to the legacy brand. "The name itself is powerful, but to say, 'Yes, I'm dark and lovely, but I'm so much more than that,' really gave women and consumers a sense of pride and empowerment around being a Black woman and celebrating that with imagery to match that same energy." "We came out with a really bold and fierce attitude, which we always had, but we took it to another level with the creative," Culpepper said. Complete with an updated logo and new outer product packaging, it called its next phase: Dark & Lovely &. In 2019, the hair-care company rebranded with a focus on Gen Z and millennial customers. That program became a feeder, and some of the young ladies in the program ended up with internships and full-time work here at L'Oréal." "There was even a program called Young Women of Purpose where we brought in five young women who attended HBCUs, paired them with a mentor, and really followed them. We've done partnerships with Howard University," Culpepper said. "In the past, we have provided scholarships for students who attend Historical Black Colleges and Universities (HBCUs). The company teamed up with the Tom Joyner Foundation to award students with scholarship and mentoring opportunities with L'Oréal executives. And today, the megacompany is not only doing that with products and images but also with its philanthropic work through beauty and education. It's a brand that's made us Black women feel seen when those images didn't exist. Not only is Dark & Lovely a pioneer for Black beauty, but for years, it has also consistently shown up for Black women and all their hair-care needs so we can feel our most confident and beautiful selves.
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