NEW YORK — SoftSheen-Carson’s Dark and Lovely hair care brand for women of color has teamed up with Black Girls RUN! as their exclusive beauty sponsor for 2014.
The mission of Black Girls RUN! is to become the leading resource and inspiration for generations of African-American women seeking to develop and maintain a healthy lifestyle.
The 2014 partnership includes the “Preserve the Sexy Tour,” which kicked off March 22 in Orlando, Fla.; as well as the Sweat with Your Sole Conference and Race Weekend. These events will reach major cities across the United States.
"We are thrilled to partner with Black Girls RUN!" stated Mezei Jefferson, director of education, SoftSheen-Carson. "Many women use their hair as an excuse for not exercising, but we believe you don't have to sacrifice a workout to keep the style that you love. We're excited to use this platform to educate women on caring and styling their hair — whether curly or straight — for fitness."
Dark and Lovely will be offering product sampling and raffles at the tour stops, along with hair maintenance tips and one-on-one hair consultations by the Dark and Lovely Style Squad at select stops.
The upcoming Black Girls RUN! Preserve the Sexy tour stops include:
- April 12 – New Orleans
- May 3 – Charlotte
- June 7 – Philadelphia
- June 21 – Washington, DC
- July 12 – Houston
- Aug. 9 – Atlanta
The Preserve the Sexy Tour is a conference open to runners of all levels, from beginners to veterans. The tour will feature sessions including coaching on running anatomy, form, and muscle assessments from experts, and concludes with a celebratory fitness party.