Dark and Lovely, the brand that caters to the hair care and styling needs of women of color, celebrated the kick-off of its 45thAnniversary with a commemorative event in New York City. The festivities which, highlighted Dark and Lovely’s rich heritage and impact within the African American community, was attended by leading beauty media and influencers.
Dark and Lovely was introduced 45 years ago as the first hair color product formulated specifically for African American women. Now, decades later, Dark and Lovely has grown to include a complete collection of deep conditioning treatments, shampoos, fade-resistant hair colors, relaxers, stylers and a full line of products specifically designed for naturally curly hair. Most recently Dark and Lovely Au Naturale, which takes the guesswork out of styling and caring for natural hair, was introduced to consumers with curly, wavy, kinky and coiled hair textures.
“Since its inception in 1972, Dark and Lovely has helped women of color embrace their unique and highly individual styles, by offering innovative products and technology exclusively designed to meet their needs,” said Melinda Johnson, Assistant Vice President, Marketing, Dark and Lovely. “Regardless of hair type – whether naturally curly, straight, color-treated or in a protective style – we pride ourselves on offering an array of regimens and treatments to manage these hair styles and textures.”
“I am thrilled to be able to help Dark and Lovely celebrate their 45th anniversary and I am so excited to be the newest brand ambassador,” said actress Teyonah Parris. “I grew up using Dark and Lovely products and I’m so proud to be able to represent the brand as an ambassador. It is a privilege to celebrate this significant milestone during Black History Month.”
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As part of the Young Women with a Purpose Project, and in partnership with The Tom Joyner Foundation, the brand awarded five dynamic students with scholarships totaling $10,000 and assigned them to L’Oréal USA senior-level executives, who will serve as mentors thought out the school year. Scholarship winners include: Ashani Scales of Delaware State University, Renea Young of Mississippi Valley State University, Hollye Weekes of Wiley College, as well as Kimberly Burton and Cherise McAdoo of Hampton University.
Thomas Joyner Jr., president and CEO of the Tom Joyner Foundation, said this program is a great opportunity for these students. “We’re really glad that these outstanding students from HBCUs are getting a once-in-lifetime experience to get scholarships to help them complete their education, and to get mentors who will help them succeed today – and in their careers.”
In this anniversary year, Dark and Lovely has also launched two new collections: Dark and Lovely Color-Gloss Ultra Radiant Color Crème, a no-ammonia natural-looking hair color infused with Shea Butter, Coconut Oil and Pomegranate, that gives natural looking color, while delivering a glossy shine—and Dark and Lovely Au Naturale Clumping Curl Clay Cleanser and Clumping Curl Crème Gel, a care and styling duo formulated with Coconut Oil and Argan Oil, to help define naturally curly hair and reduce frizz.
“Reflecting back on the past 45 years fills me with tremendous pride,” says Erica Bowen, Senior Vice President, Marketing, L’Oreal USA Multi-Cultural Beauty Division. “This brand has been a staple within the African American community; and we are proud to have established a long-lasting, trusted relationship with our core consumer. While we celebrate Dark and Lovely’s rich heritage, we’re excited to continue to elevate the brands innovation and offerings to meet the growing needs of women of color.”
“To have 45 years of excellence, to have 45 years of beauty, to have 45 years of empowerment – that’s what Dark and Lovely is,” said actress and singer DemetriaMcKinney. “To be a brand ambassador for this brand has been an awesome, awesome journey!”
For more information about Dark and Lovely, visit he Tom Joyner Foundation tomjoynerfoundation.org was founded in 1998 as the brainchild of nationally syndicated radio personality Tom Joyner.
Photo credit: 1-4) from Lara Casse. Photographer Joe Chea.