SoftSheen-Carson launches new ads for Dark & Lovely

NEW YORK Ethnic hair care company SoftSheen-Carson, a division of L'Oreal USA, has debuted new broadcast advertising for Dark & Lovely Relaxers.

The new advertising supports the Dark & Lovely consumer profile of a fashion-forward trendsetting woman and underscores the brand’s proposition as having more shea butter than any other leading relaxer for softer, silkier hair, the company stated.

"As the industry leader SoftSheen-Carson is consistently driving innovation and identifying new ways to satisfy the needs of our consumers," commented Angela Guy, SVP and GM SoftSheen-Carson. "Even in these challenging economic times, we are reinforcing our position as the No. 1 relaxer manufacturer, by reaching out and speaking directly to our Dark & Lovely divas, with a call to action to 'Show It Off.'"

The new commercial is the first broadcast campaign in support of the improved Dark & Lovely formulas introduced in the spring of 2008. It began airing nationally Sept. 21 and will run through the rest of the year.

The media plan includes airings on consumer relevant shows such as Wendy Williams (BET) and House of Payne (TBS).