Dark and Lovely asks women to love their hair color

NEW YORK -- Dark and Lovely is celebrating its popular Fade Resist Rich Conditioning Color with a new #LoveMyColor digital campaign.

The campaign encourages women to visually demonstrate how much they love their color with a user-generated selfie. By uploading a photo to LoveMyColor.com, users are able to describe what their color means to them. After customizing, their photos can then be shared on social media as a means of inspiring others to also share their own celebratory selfies using hashtag #LoveMyColor.

“The provocative #LoveMyColor tagline goes beyond being a witty double entendre for women,” says Michelle Ryan, SVP marketing, multi-cultural beauty division, L’Oreal USA. “This Dark and Lovely campaign connects with women on every level; their skin color, hair color, and their colorful lives. The look, tone and feel are authentic and anthemic—we hear her voice, we see her moments, and we believe in the hair color that she believes in.”

Dark and Lovely’s Fade Resist Rich Conditioning Color is a no-drip crème hair color in a low ammonia formula, designed to both color and condition hair. Now, along with a new Berry Burgundy shade, Fade Resist offers a new extra nourishing conditioner in each package. The line offers 19 hair color shades.

Dark and Lovely Fade Resist is available for purchase at Walmart and other mass retailers nationwide starting at $5.