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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