Dark and Lovely has announced ‘Play in Color,’ a brand initiative empowering Black women to express their fun and playful side with color.
According to PR Newswire, the campaign includes the brand’s latest hair color collection, Fade Resist Immersive Bolds.
The collection has three new shades (Reality Red, Virtual Violet, and Poppin’ Pink), which let consumers immerse themselves in a new color experience.
The Dark And Lovely Fade Resist Collection Is All For Black Women
The collection’s latest vegan additions are made exclusively for dark hair, textured hair, and curls.
Celebrity hairstylist Dhairius Thomas, who has high-profile clients like Jazmine Sullivan, Victoria Monet, and Doechii, loves the collection.
“As a stylist, I’m constantly helping my clients express themselves through hair. The new Dark and Lovely Fade Resist Immersive Bolds Collection is an exciting addition to my toolkit. Its bold, vibrant colors empower my clients to push boundaries and create unforgettable looks. The new Moisture Mask is an added benefit by ensuring their hair stays healthy, so we don’t have to worry about damage from the coloring process. Dark and Lovely Fade Resist Immersive Bolds is the perfect blend of boldness and care.”
72.4% of Black women use one or more boxes, so the new collection has a section with recommendations on the boxes needed for your curl type and hair length.
This ensures you can confidently use the product at home.
Every shade also has a new Moisture Mask that keeps textured hair hydrated.
The mask’s formula, which includes sunflower oil, vitamin E, and shea butter, helps control frizz, define curls, and increase shine.
With this new collection, Dark and Lovely wants to appeal to Gen Z consumers who want bold colors that care for their natural hair.
