Girl power

23 : 09 : 2015 Carol's Daughter : L'Oreal : Multicultural

New York – #BornandMade is a new campaign by Carol’s Daughter that aims to empower women to celebrate their heritage.

  • It is the first national advertising campaign for the brand since its acquisition by L’Oréal in 2014
  • Brand hopes to inspire girls and women to celebrate their uniqueness
Born and Made microsite by Carol's Daughter Born and Made microsite by Carol's Daughter
Born and Made microsite by Carol's Daughter Born and Made microsite by Carol's Daughter
Born and Made microsite by Carol's Daughter Born and Made microsite by Carol's Daughter
Born and Made microsite by Carol's Daughter Born and Made microsite by Carol's Daughter
Born and Made microsite by Carol's Daughter Born and Made microsite by Carol's Daughter

The campaign cleverly plays on the heritage of the brand, which was originally created in founder Lisa Price’s Brooklyn kitchen. A set of print ads will run in magazines, as well as a series of videos that feature brand ambassadors such as vlogger Whitney White and CNN’s Michaela Angela Davis discussing what makes them feel unique. Visitors to the microsite can also use a widget to create their own shareable image that overlays customised typography over a photograph. 

As part of the campaign, the brand has also collaborated with I Am That Girl, a not-for-profit organisation co-founded by Emily Greener that is designed to inspire girls and women to celebrate their uniqueness.

The Big Picture: Beauty brands are embracing inclusivity and empowering women to embrace their natural curls. For more, see our Curl Power microtrend. 

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