# Expressive Haircare Campaigns Dark & Lovely's Play in Color Celebrates Black Beauty & Creativity By Laura McQuarrie | Published 2024-03-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/play-in-color References: [finance.yahoo](https://finance.yahoo.com/news/dark-lovely-launches-play-color-120300848.html) & [darkandlovely](http://www.darkandlovely.com/)  [Dark & Lovely's](https://www.trendhunter.com/trends/dark-and-lovely) Play in Color campaign was devised to [empower Black women](https://www.trendhunter.com/trends/you-are-amazing) to experiment with [creative self-expression](https://www.trendhunter.com/trends/creative-acts-of-color) and choose bolder, brighter colors that they may not have considered before. Play in Color coincides with the release of the brand's newest hair color collection, Fade Resist Immersive Bolds, which includes daring shades like Poppin' Pink, Virtual Violet and Reality Red. These all-new products are vegan and tailor-made to add dynamism to dark hair and still care for hair and curl health. The latest trio of Fade Resist Immersive Bolds provide up to eight weeks of color and shine with a newly introduced Moisture Mask for more hydration. The new shades are supported by a fresh look for Dark & Lovely Fade Resist, which addresses that 72.4% of Black women use one or more boxes when coloring their hair. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 76% | Activity: 88% | Freshness: 22% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What Makes This Trend Stand Out - **Daring Hair Color Collections:** Capitalizing on the rise of creative self-expression, brands are launching daring hair color collections to empower consumers with bolder color choices. - **Vegan Haircare Products:** The increasing demand for vegan beauty options is driving the creation of tailor-made, cruelty-free haircare products that cater to specific hair needs and preferences. - **Hydration Innovation in Haircare:** Haircare brands are introducing innovative hydration solutions like Moisture Masks to enhance color longevity and maintain optimal hair health. ### Sectors Adopting This - **Beauty & Personal Care:** The beauty and personal care industry is witnessing a shift towards inclusive and empowering campaigns that celebrate diversity and support creative self-expression. - **Hair Color & Dye:** The hair color and dye sector is evolving to offer a wider range of vibrant and expressive color options that cater to diverse consumer preferences and experimental trends. - **Haircare Technology:** Innovations in haircare technology are focusing on enhancing hydration solutions and product longevity to meet the evolving needs of consumers seeking long-lasting color and healthy hair. ## Related on Trend Hunter - [Hair-Focused Gaming Initiatives](https://www.trendhunter.com/trends/dark-and-lovely.md) - [Filmic Haircare Campaigns](https://www.trendhunter.com/trends/from-sister-to-sister-campaign.md) - [Vibrant Anti-Fade Hair Colors](https://www.trendhunter.com/trends/clairol-bold-bright.md) - [Inclusive Hair-Styling Campaigns](https://www.trendhunter.com/trends/myhairamimodo.md) - [Textured Hair Advertising Campaigns](https://www.trendhunter.com/trends/from-one-queen-to-another.md) - [Athlete Hair Campaigns](https://www.trendhunter.com/trends/athlete-hair-campaigns-schwarzkopf-professionals-up-your-hair-game-celebrat.md) - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Hair Repair-Focused Campaigns](https://www.trendhunter.com/trends/pantenes-new-campaign.md) - [Future-Facing Hair Colors](https://www.trendhunter.com/trends/aveda-vibe-collection.md)