SoftSheen-Carson's Dark and Lovely takes home bronze Effie Award

NEW YORK — SoftSheen-Carson's ethnic hair care brand Dark and Lovely has won a 2014 North American Effie Award for its Au Naturale "Curl Power" national marketing campaign.



Dark and Lovely was awarded the Bronze Effie in the African-American category. The "Curl Power" campaign was developed to support the Dark and Lovely Au Naturale launch and encourages women to embrace their natural texture and style. The campaign celebrated naturalistas in a major way with national television, print, as well as community engagement through integrated local events and a digital street style map, public relations and high impact out-of-home. 



An annual program, the competition attracts case studies from the most effective marketing communications efforts in the United States and Canada. After two rounds of judging, those selected as winners represent cases that best demonstrate how they effectively solved a marketing challenge, connected with their target audience, and achieved the results to show it worked.
 


"This is the first North American Effie Award win for SoftSheen-Carson as well as the first Effie Award in the hair care segment for L’Oreal USA. The goal of our Curl Power campaign was to celebrate the natural hair movement by empowering women to embrace their natural beauty. To receive such a coveted award that measures creative excellence and the campaign’s effectiveness proves we truly accomplished our goal,” stated Erin Cast, vice president of marketing, SoftSheen-Carson. “I am so proud of the talented and dedicated Dark and Lovely team, and our partner agencies, including Publicis Kaplan Thaler. This award is a true testament to the hard work of our entire team over the course of the campaign.” 
 


Dark and Lovely Au Naturale maintenance and styling products are formulated for women with various hair textures.