BEAUTY CARE

L’Oréal Paris launches its #StopWaiting campaign

BY DSN STAFF

L’Oréal Paris wants to flip the script on the saying “Good things come to those who wait” with its new campaign.

The brand is looking to celebrate good things coming to those who stop waiting, and wants to provide consumers with hair care products that allow them to stop waiting before seeing results by launching its new Elvive Rapid Reviver Deep Conditioners, which have no wait time and work deep to repair hair damage quickly, the company said.

“We are excited to launch the Elvive Rapid Revivers with Camila Cabello, who, with a demanding tour schedule and busy lifestyle, understands the value of making every second count,” Anne Marie Nelson-Bogle, senior vice president of marketing at L’Oréal Paris USA, said. “Backed by 15 years of research and offering better, faster care to fit women’s increasingly busy lifestyles, the conditioners give women one less thing to wait for.”

The conditioners contain a unique blend of a 20% damage repairing serum, with tailored ingredients per product. Consisting of three products — Elvive Total Repair 5 Rapid Reviver, Elvive Extraordinary Oil Rapid Reviver and Elvive Color Vibrancy Rapid Reviver — each remains lightweight on hair, does not allow residue or weigh down, and transforms hair for more nourishment and less breakage, the company said.

To celebrate the products, the brand also unveiled its #StopWaiting campaign, which features celebrity spokeswomen Camila Cabello, Eva Longoria, Amber Heard and Aja Naomi King, who also will come together on social media to share what they achieved when they stopped waiting.

“I’m learning to trust my instincts more and more and follow my heart,” Cabello said. “Believe in yourself and stop waiting to go after what you truly want.”

In addition, L’Oréal Paris wants women everywhere to share their stories on how they are challenging the saying by sharing their own #StopWaiting stories by tagging @LorealHair on Instagram and @LOrealParisUSA on Twitter.

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Clairol unveils Natural Instincts Demi-Permanent Hair Color

BY DSN STAFF

Clairol has introduced a new addition to its line of permanent hair colors — Natural Instincts Demi-Permanent collection.

The collection provides color with a formula that is made with 80% naturally-derived ingredients, has no added parabens and comes in eco-friendly packaging.

Featuring the brand’s allergy gentle molecule ME+, the line was developed to reduce the risk of allergies and is the result of more than 20 years of research to find a replacement for the existing hair color dye molecules phenylenediamine and toluenediamine, the company said.

In addition, the collection comes in PVC-free plastic bottles with a a no-drip crème color applicator and features such ingredients as coconut oil and aloe vera . The color, which develops in 20 minutes and gradually fades, lasts 28 washes and prevents a harsh root line.

Each dye also acts as gloss and glaze for the hair, provides a subtle boost of color, enhances hairs natural beauty, and conditions tresses. Its color range includes deeper shades to accommodate multicultural hair, while also featuring trendy shades as rose gold, the company said.

Clairol’s Natural Instincts Demi-Permanent collection comes in 37 shades, retails for $7.99, and can be found at such retailers as Walmart, Target, CVS and Rite Aid.

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L’Oréal Paris launches new Superior Preference Hair Color campaign

BY Gisselle Gaitan

L’Oréal Paris announced plans to amplify its iconic “Because I’m Worth It” tagline, which launched in 1973 alongside its Superior Prefernce Hair Color.

To do so, the beauty brand is launching its new #OwningIt campaign, which is a rally cry for women everywhere to own, celebrate and be proud of their personal achievements and life decisions — hair color included.

“Since launching over 40 years ago, Superior Preference has stood for more than just hair color. Its message of empowerment and championing women is more relevant today than ever before,” Anne Marie Nelson-Bogle, senior vice president of marketing at L’Oréal Paris USA, said. “With this new campaign, we want to inspire women to powerfully own it across all facets of their life – from their personal and professional passions to their approach to beauty, including their hair color.”

Starring actress’ Courtney Cox, Julianne Moore and Amber Heard, the campaign focuses on each of the women’s beliefs in going all in on something, and owning their life as well as their signature hair color.

“There was a time where I was fighting against the external representation and presentation of myself and what other people thought about that. But now, I just own it,” Amber Heard said. “I own my blonde and I own being me. Just like my hair, there are many more dimensions to my life than meet the eye.”

L’Oréal Paris’ Superior Gold Preference is available in over 50 shades, can be found on the shelves of mass, food and drug retailers nationwide retailing for $9.99.

“Above all, I own being a mom and nurturing my relationships,” Courteney Cox said. “Being a good mom, a good partner and a good friend are three of the most important things to me. I try to own it by always being there and listening. As for my hair, simply stated, my brunette color is who I am.”

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