DRAPED IN THE SOPHISTICATED packaging of Dark & Lovely Protective Styles collection, the newly launched Hair Hydrator represents L’Oréal’s recognition of the growing demand by Black women for protective hairstyles that not only encourage growth and maintain hair health. The daily, moisturizing hair and scalp mist is infused with a hair-loving Rice Water Complex—with rice water, rice bran oil, and rice protein for hair that is twice as strong, with 58% less breakage.
“The past year has reinforced the idea that haircare is self-care,” says Kristen Blandon, vice president of marketing at SoftSheen-Carson, a subsidiary company within L’Oréal USA. “Given protective styles continue to be worn and loved by our consumers, we are launching an innovation from our Dark & Lovely Protective Styles collection, Hair Hydrator. It’s an easy way to care for the scalp and hair while wearing a protective style that isn’t limited to Self-Care Sundays.”
BXP editors have also noted this trend toward haircare consumers applying more protective treatments at home. In the February/March 2021 issue of BXP, we discuss research by global firm Mintel that found nine in 10 (88%) Black American women think health is the ultimate beauty accessory. There’s an opportunity for brands to help these consumers realize their goal of more healthy hair because 58% of Black American women agree that not everyone can wear natural hairstyles because curly- and coily-textured hair is perceived to be very fragile.
“Our Protective Styles collection already has proven solutions to cleanse, relieve tension and detangle,” Blandon remarks, “and we can’t wait to see how people respond to the addition of 24-hour hydration and strength found in Hair Hydrator.”
To help spread the word about the line, Dark & Lovely has enlisted celebrity hairstylist, Kendall Dorsey, who works with artists including Solange, Nicki Minaj, Yara Shahidi, and Alicia Keys to name a few. Dorsey remarks, “With protective styles so in demand, the Hair Hydrator has quickly become my holy grail.”