Dark & Lovely Takes Color Into Their Own Hands in ‘The Hairapist’ Campaign

Most therapy seekers know the answers to their life’s quandaries lie within themselves the whole time. Even in the event of a woman disgruntled by her hairstylist’s last-minute cancelation of her much-needed root touch-up.

‘Reliable Friend’

To solve this case of “hairstylist codependency,” marketing executive Bozoma Saint John plays “hairapist” to podcaster Scottie Beam, who offers her a simple solution to her hair gripe: Dark & Lovely’s Fade Resist in the “hero” shade, Brown Cinnamon, comes to her rescue. The brand’s Fade Resist collection offers over 21 shades delivering up to eight weeks of fade-resistant color and shine. The vegan formula features a moisture-rich mask with shea butter, sunflower oil and vitamin E, providing 100% grey coverage and 40% more moisture after coloring offering “no breakage, just breakthrough.”

“As Black women, the beauty salon has always been our sacred space for sisterhood and vulnerability, but sometimes you have to break free from the codependency to realize you’ve had the magic all along,” said Keyanna Thompson, marketing director, Dark & Lovely. “Learning to do your own hair and color is a rite of passage. We take pride in our self-reliance, and there’s no greater feeling than being asked, ‘Where’d you get your hair done?’ and getting to say, ‘I did it myself.’ We want everyone to feel that pride, reclaiming both their time and their coin, with Dark & Lovely as that reliable friend in your bathroom cabinet.”

Watch the campaign here: