The campaign, which features media personality Scottie Beam as a distressed client, positions the brand’s Fade Resist line as a remedy for the unpredictability of salon appointments. Directed by Myesha Evon Gardner, the hero film depicts a frantic last-minute booking crisis resolved by a DIY application of the brand’s Brown Cinnamon shade. By framing at-home coloring as a rite of passage, the brand aims to shift the narrative from salon-dependent maintenance to personal self-reliance.
Dark & Lovely Taps Bozoma Saint John for 'The Hairapist' Campaign
Marketing executive Bozoma Saint John is stepping into the role of 'The Hairapist' for a new Dark & Lovely campaign, addressing the emotional toll of stylist cancellations. The project encourages Black women to bypass the stress of salon scheduling by reclaiming agency over their own hair color routines at home.
Keyanna Thompson, Marketing Director at Dark & Lovely, emphasizes that the initiative is about more than just color; it is about reclaiming time and financial autonomy. The Fade Resist collection currently features over 21 shades, priced at an SRP of $8.49. The vegan-friendly formula incorporates shea butter, sunflower oil, and vitamin E to ensure moisture retention and full grey coverage. Developed by the Black-woman-owned agency Kitchen Table, the marketing rollout will prioritize social platforms including TikTok and Meta, alongside an interactive 'Hair-apy Lounge' installation at the upcoming CurlFest.
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