How does a relaxer royalty brand establish credibility and trust in the natural hair category? CURL POWER. After 30 years of messaging that praised straight hair, many thought Dark and Lovely couldn’t adapt to a beauty standard that now embraces natural hair as well. Until we created the Effie-award winningcampaign that celebrates “Curl Power” on a truly grand scale. By launching the Dark and Lovely Au Naturale brand, driving share to 5.9%, and reaching the #2 spot within first 8 months of launch, we helped the brand reclaim its voice by taking our message of strength directly to the ladies who inspired it, with social, online videos, old-school out-of-home, print, TV, and live launch events to leverage the Dark and Lovely fashion heritage for today’s stylistas.