SoftSheen-Carson expands Dark and Lovely brand, taps new spokeswoman
NEW YORK — Ethnic hair care brand SoftSheen-Carson, which is part of L’Oréal USA, is launching for the mass market in February its new Dark and Lovely Healthy-Gloss 5 relaxer and hair care system, which is positioned as the first hair care system to preserve and restore all five signs of healthy hair: moisture, shine, strength, softness and body.
To promote the launch, SoftSheen-Carson has tapped actress and model Bria Murphy to be the new global beauty ambassador for the brand. Murphy, daughter of model Nicole Murphy and Hollywood star Eddie Murphy, will be featured in upcoming TV and print campaigns promoting the new product launch and in-store merchandising, as well as host branded consumer events and participate in social media programs.
"We are so excited to have Bria Murphy as the new spokesperson for Dark and Lovely as we continue its legacy. Not only is she beautiful, [but] she [also] truly exemplifies the character of the Dark and Lovely brand and will inspire an entire new generation of Dark and Lovely women throughout the world," stated Angela Guy, general manager and SVP at SoftSheen-Carson.
The Healthy-Gloss 5 relaxer and hair care system features exclusive formulas designed to provide five times more conditioning power to each strand of hair. The system includes Healthy-Gloss 5 relaxer (regular, super and color-treated), Healthy-Gloss 5 moisture shampoo, Healthy-Gloss 5 moisture conditioner, Healthy-Gloss 5 moisture leave-in treatment and Healthy-Gloss 5 moisture hair cream.
The Healthy-Gloss 5 relaxer features a silk keratin serum to reload hair with inner strength and protection, as well as an exclusive SatinOil (for color-treated hair) to restore moisture, shine, strength, softness and body after one use. The suggested retail price is $7.49.
The Healthy-Gloss 5 moisture shampoo, Healthy-Gloss 5 moisture conditioner, Healthy-Gloss 5 moisture leave-in treatment and Healthy-Gloss 5 moisture hair crème are priced at $5.49 each.