From install to takedown and everything in between, Dark and Lovely keeps you proud and protected with a new range of products designed to make wearing protective styles easier and more enjoyable than ever. Dark & Lovely is proud to launch the Protective Styles Collection, bringing healthier looking hair to all the major phases of a protective style: after installation, during the maintenance of the style, and takedown.
Protective styles are one of the fastest-growing hair care categories today, allowing women to embrace their unique and personal style while maintaining growth and hair health.
“Everywhere I look, I see some of the fiercest women with these amazing protective styles,” explains Kristen Blandon, Vice President of Marketing at SoftSheen-Carson. “These styles are meant to protect our coils and tresses, and we know it doesn’t always feel that way. That’s why we designed carefully formulated solutions just for us, just for our needs. No matter what phase of the style you’re in or what style you’re wearing, we’ve got you.”
The Dark & Lovely Protective Styles collection helps relieve, refresh, and recover with its four-product line: a Tension Tamer, Cleansing Water, Hair Refresher and Detangling Cream, to ensure an ultimate slay through any style because underneath it all you are Dark & Lovely!
- Tension Tamer (4 Fl. Oz)- Eases tension caused by wearing a protective style thanks to its formula infused with peppermint & avocado oil, which provides a refreshing, cooling sensation and helps maintain healthy-looking hair at the scalp.
- Cleansing Water (8 Fl. Oz) – This micellar cleansing formula seamlessly flows through scalp and hair, gently cleanses, and easily lathers to not disturb your style. It is also tailor-made with aloe to leave your hair feeling moisturized after washing.
- Hair Refresher (3.4 Oz) – Instantly refreshes your protective style with a light burst of fragrance that won’t fade all day. This dry shampoo with aloe is a quick and easy way to start the day feeling fresh without leaving any residue. Great for use on your natural hair too!
- Detangling Cream (6.8 Fl. Oz) – Melts away stubborn buildup for an easier way to detangle your hair during takedown. Custom crafted with avocado & peppermint oils to soften and condition your hair throughout your takedown process. Also works as an everyday detangler!
The collection is jam-packed with hair-loving ingredients like peppermint and avocado oils and aloe vera to stimulate the scalp, provide moisture, and restore shine.
“My clients can’t get enough of protective styles, they’re fabulous and functional,” explains award-winning celebrity hairstylist and brand spokesperson Derick Monroe. “What I love about this line is that you can have a flawless protective style, that keeps you looking and feeling your best, and now you can maintain it at home and keep her hair healthier than ever before.”
The Dark & Lovely Protective Styles Collection is currently available for purchase at Wal-Mart and RiteAid for a suggested retail price of $6.99 each. They will also be launching the second half of 2020 at Family Dollar, in August at CVS and in October at Dollar General.
This is the latest innovation to come from the New Dark & Lovely, which had a full brand revitalization late last year that kicked off with upgrades to its signature Fade Resist hair color and relaxer product lines.
ABOUT DARK & LOVELY
Dark & Lovely is proudly dedicated to the legacy of serving hair care and styling the needs of African American Women for over 45 years. As a subsidiary of the L’Oreal USA Multi-Cultural Beauty Division, Dark & Lovely continues to unveil breakthrough hair innovations for women of color. For more information, visit www.darkandlovely.com.
SOURCE Dark & Lovely