L’Oréal Paris debuts Elvive Rapid Reviver #StopWaiting Campaign starring Camila Cabello

January 4, 2019

L'Oréal Paris
L’Oréal Paris brand spokeswoman Camila Cabello (Photo courtesy of L’Oréal Paris)

The following is a press release from L’Oréal Paris:

Is it really true that good things only come to those who wait? According to new research from L’Oréal Paris Elvive Hair Care, 91 percent of women have been told this throughout their lives. However, women today are dispelling this old adage through both their actions and their demands across all areas of their lives – including their beauty products. With women leading busier lives than ever before, they know every second counts and don’t want to wait to see results from the products they use.

L’Oréal Paris believes it’s time to flip the narrative by celebrating that good things come to those who STOP waiting and wants to provide women with products that allow them to stop waiting to see transformative results. As such, the brand is introducing the new Elvive Rapid Reviver Deep Conditioners which have no wait time and work deep to repair hair damage fast.

“We are excited to launch Elvive Rapid Revivers with Camila who with a demanding tour schedule and busy lifestyle understands the value of making every second count,” says Anne Marie Nelson-Bogle, Senior Vice President, Marketing, L’Oréal Paris USA. “Backed by fifteen 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.”

Every Second Counts, But So Does Your Hair 
The new Elvive Rapid Revivers campaign debuts as a television commercial during the Golden Globes telecast this weekend. Based on the insight that over 50 percent of women today spend more than three minutes conditioning their hair and one in two feel they do not have enough time to condition their hair, the campaign highlights the time-saving benefits of the products.

L’Oréal Paris Elvive Rapid Reviver Deep Conditioners is a range of three products that offer twice the results of a leading conditioner with no leave-in time required. Combining a unique blend of 20 percent damage repairing serum with tailored ingredients per product, the breakthrough collection instantly transforms hair for 2X more nourishment, 2X less breakage, or 2X more revived hair*. The three conditioners – Elvive Total Repair 5 Rapid Reviver, Elvive Extraordinary Oil Rapid Reviver, and Elvive Color Vibrancy Rapid Reviver – provide deep results, while remaining extremely lightweight on hair without any residue or weigh down. The new conditioner collection builds on the 2018 launch of the Elvive hair care line which is designed to revive hair damage.

It’s Time to Stop Waiting
To bring the no wait time proposition of the products to life, L’Oréal Paris is launching the #StopWaiting campaign. It is rooted in celebrating women who stopped waiting – whether that was to take action, find their voice or pursue a passion.

The night of the Golden Globes, the brand’s powerhouse of celebrity spokeswomen, including Camila CabelloEva LongoriaAmber Heard and Aja Naomi King, will come together on social media to share what they achieved when they stopped waiting. Together with brand experts and social influencers, they will help inspire others with their powerful stories and motivating statements.

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

Women everywhere can join the campaign and voice how they are challenging the archaic adage by sharing their own #StopWaiting stories, tagging @LorealHair on Instagram and @LOrealParisUSA on Twitter. Throughout Golden Globes weekend, people can animate their stories on Instagram by using the brand’s first-ever GIPHY sticker that was specially created for the campaign. The night of the awards, the brand will spotlight the #StopWaiting sentiments women are expressing on the red carpet and online by sharing select posts on the brand’s Twitter page.

About L’Oréal Paris:
The L’Oréal Paris division of L’Oréal USA, Inc. is a total beauty care brand dedicated to empowering women by offering luxurious and innovative products and services available in the mass market.  The brand’s signature tagline, “Because I’m Worth It,” was born in the United States in 1973 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L’Oréal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L’Oréal’s invention of hair color in 1909, the brand continues to serve as a leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Féria, Colorista, Elvive, the Ever Collection, and Elnett Satin Hairspray. L’Oréal Paris provides scientifically-advanced skincare products that are tested to address individual skin concerns through its renowned brands Revitalift, Pure-Sugar, Pure-Clay, Age Perfect, and Sublime Bronze. L’Oréal Paris’ iconic cosmetics include best-seller Voluminous Lash Paradise, as well as the Infallible, True Match, Colour Riche, Voluminous, and Visible Lift collections. For more information about L’Oréal Paris and to receive personalized advice, expert tips, and exclusive content, please visit www.lorealparisusa.com or follow on Instagram (@LOrealMakeup, @LOrealHair, @LOrealSkin, @LOrealMen, Snapchat (@LOrealMakeup), Twitter (@LOrealParisUSA), Facebook (@LOrealParisUSA), and Pinterest (@LOrealParisUSA).

*than a leading conditioner

 

L’Oréal Paris celebrates women who ‘own it’ in new Superior Preference Hair Color Campaign starring Julianne Moore, Courteney Cox, Amber Heard

January 3, 2019

The following is a press release from L’Oréal Paris:

L’Oréal Paris Superior Preference Hair Color launched in 1973, introducing the brand’s now iconic tagline “Because I’m Worth It” for the first time. Written by a female copywriter, those four words struck an immediate chord as a celebration of self-worth and confidence and became an unofficial call-to-action for women. Now, the brand is amplifying that message even further with the launch of the Superior Preference #OWNINGIT campaign. It’s a rallying cry for women everywhere to truly own, celebrate and be proud of their personal achievements and decisions made in life – their hair color included. Why? Because they’re worth it.

The campaign stars actress Courteney Cox along with L’Oréal Paris  spokeswomen and actresses Julianne Moore and Amber Heard, all of whom go all in when believing in something. Each woman has a unique, personal story of owning their life and their signature hair color. The first part of the integrated campaign debuts as a commercial during this weekend’s Golden Globes broadcast.

“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,” says Anne Marie Nelson-Bogle, Senior Vice President, Marketing, L’Oréal Paris USA. “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.”

“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,” remarks Amber Heard. “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.”

“Above all, I own being a mom and nurturing my relationships,” notes Courteney Cox. “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.”

Superior Preference has been L’Oreal Paris’ gold standard in hair color since 1973. Available in over 50 shades, Superior Preference delivers long lasting color that’s luminous and fade defying. It pairs the brand’s translucent gel hair dye formula with its exclusive Care Supreme Conditioner to help keep color vibrant, while providing silky and shiny hair color. Preference Hair Color has a suggested retail price of $9.99 and is available at www.lorealparisusa.com, as well as mass, food and drug retailers nationwide.

Just like the original Superior Preference campaign in 1973, “Own It” was created by McCann New York. The campaign premieres this weekend and will live on social, digital and in print media throughout the following months.

About L’Oréal Paris:
The L’Oréal Paris division of L’Oréal USA, Inc. is a total beauty care brand dedicated to empowering women by offering luxurious and innovative products and services available in the mass market.  The brand’s signature tagline, “Because I’m Worth It,” was born in the United States in 1973 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L’Oréal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L’Oréal’s invention of hair color in 1909, the brand continues to serve as a leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Féria, Colorista, Elvive, the Ever Collection, and Elnett Satin Hairspray. L’Oréal Paris provides scientifically-advanced skincare products that are tested to address individual skin concerns through its renowned brands Revitalift, Pure-Sugar, Pure-Clay, Age Perfect, and Sublime Bronze. L’Oréal Paris’ iconic cosmetics include best-seller Voluminous Lash Paradise, as well as the Infallible, True Match, Colour Riche, Voluminous, and Visible Lift collections. For more information about L’Oréal Paris and to receive personalized advice, expert tips, and exclusive content, please visit www.lorealparisusa.com or follow on Instagram (@LOrealMakeup, @LOrealHair, @LOrealSkin, @LOrealMen, Snapchat (@LOrealMakeup), Twitter (@LOrealParisUSA), Facebook (@LOrealParisUSA), and Pinterest (@LOrealParisUSA).

2018 America’s Beauty Show: Tabatha Coffey set to make appearance

April 4, 2018

Tabatha Coffey
Bravo reality TV star/hair-salon entrepreneur Tabatha Coffey (Photo by Nicole Weingart/Bravo)

The following is a press release from America’s Beauty Show:

Salon professionals around the Midwest will converge on Chicago for the annual America’s Beauty Show (ABS), at McCormick Place (North) Saturday, Sunday and Monday – April 28, 29, 30.  Paul Dykstra, CEO of America’s Beauty Show, comments, “We are proud that the 85,000 beauty professionals who attended our three-day show in 2017 came from across the US and 34 foreign countries — and had a $116 million impact on the local economy. The beauty business, which impacts millions of consumers, also makes a very positive impact on the local economy!”  (stats from Choose Chicago)

So, what is America’s Beauty Show? Simply put, it’s hundreds of thousands of square feet of wall-to-wall beauty products, where salon professionals go to find out what’s new, what’s hot, and what consumers can expect to see at their local salons in coming weeks! It’s the only place where beauty salon professionals can view over 450 manufacturer exhibits and learn from the best educators in the industry about new beauty trends in hairdressing/hair color, new products, hot colors/trends in nails, hair extensions, etc.

Highlights of ABS 2018 include:

  • A Barber Takeover! CosmoProf stage – all day Sat, April 28
  • Tabatha Coffey with biz advice on the Matrix stage (Sun and Mon)
  • Crazy Hands Barbering Competition by Major League Barbers
  • Color guru Guy Tang: famous for bringing pastels to hair color
  • Student Huddle at ABS:  Mon., April 30.

In keeping with America’s Beauty Show’s commitment to give back to the community, Larry Silvestri, President of the Board of Directors of ABS and Senior VP & COO for Mario Tricocci Hair Salons & Day Spas, announces:

  • A Free, one-hour domestic violence and sexual assault awareness course for salon professionals – Cosmetologists Chicago is the first association of beauty professionals in the country to offer this course prepared with Chicago Says No More and required for 2018 license renewal!

For Salon professionals only, America’s Beauty Show is owned and produced by Cosmetologists Chicago, one of the nation’s largest associations of beauty salon professionals. The International Esthetics, Cosmetics, & Spa Conference –– will be co-located @ America’s Beauty Show.  For more info, visit americasbeautyshow.com.

John Freida Hair Care names Cam part of its ‘Statement’ campaign

April 11, 2017

Cam
Cam (Photo by Ninelle Efremova)

John Frieda Hair Care has recruited country singer Cam for the company’s Your Hair Talks, Make a Statement campaign.  Launched in February 2017, with singer Tinashe, the campaign “encourages women to show off their statement-making looks, and has built a community of empowered and self-assured females who all have something to say – starting with their hair,” according to a John Freida press release.

Cam issued this statement: “I love being a part of the Your Hair Talks, Make A Statement campaign. There are so many women and girls that will see this and get psyched about their curly hair. Be yourself, be unapologetic, the world needs you to be you.”

In collaboration with iHeartMedia, John Frieda Hair Care will create exclusive content available on iHeartRadio’s social platforms and digitally on its official YouTube page encouraging fans to become a part of the Your Hair Talks, Make a Statement community. Fans can share their own hair story on social media using the hashtag #YourHairTalksmakeastatement.