The brand is launching National Love Your Hair Day with several activations taking place today, including a Times Square takeover in New York City, including a digital billboard on the NASDAQ and It's a 10 Haircare street teams handing out 10,000 bottles of free It's a 10 Haircare Miracle Leave-In Product. from 5 – 7 p.m. E.T.
In addition, the company is rolling out a national campaign encouraging all to share their unique looks with the hashtag #loveisinthehair. The brand will be sharing contributions from fans across their social platforms. There is also a 25% site-wide sale on Itsa10Haircare.com.
For founder and CEO Carolyn Aronson, the day is a call-to-action for all people to love themselves, appreciate others and join together to impact change.
"We've created a movement that celebrates diversity," Aronson said. "Hair is a beautiful form of self-expression. Loving our hair and accepting others' is a simple but powerful way to encourage self-love and bring people together while celebrating our uniqueness."
This week, Aronson mobilized with dear friend and rapper Fat Joe to deliver supplies directly to Puerto Rico, donating four palettes of shampoo and conditioner, giving monetary support and personally packing materials at the loading dock. Aronson is Puerto Rican and currently working to locate several family members victimized by the storm.
Last month, It's a 10 Haircare also gave away more than 100,000 bottles of its top-selling product, Miracle Leave-In, in conjunction with its sponsorship of the 2018 Miss America Competition. The campaign began as Aronson relocated her South Florida family and business to escape Hurricane Irma, and was extended for days after the competition's air date to allow time for those affected by hurricanes to participate.