Dark and Lovely® Partners with Black Girls RUN! to Help Ladies Keep their Smooth While Preserving the Sexy

NEW YORK, March 27, 2014 /PRNewswire/ -- Dark and Lovely®, the #1 Hair Care Brand for Women of Color in the world, is excited to announce its partnership with Black Girls RUN!, as their exclusive beauty sponsor for 2014.

The mission of Black Girls RUN! is to become the leading resource and inspiration for generations of African-American women seeking to develop and maintain a healthy lifestyle. Dark and Lovely is pleased to help support this special goal.

The 2014 Partnership includes the signature Preserve the Sexy Tour, which successfully kicked off on Saturday, March 22 in Orlando, FL; as well as the Sweat with Your Sole Conference and Race Weekend. These events will reach major cities across the US.

Dark and Lovely and Black Girls RUN! are passionate about promoting health, fitness and beauty.  And now, women can preserve their 'smooth' hairstyles – even while working out – with new Dark and Lovely Anti-Reversion. The system includes the innovative new Edge Sleeker – to keep edges in check for 8 full hours!

"We are thrilled to partner with Black Girls RUN!" said Mezei Jefferson, Director of Education, SoftSheen-Carson. "Many women use their hair as an excuse for not exercising, but we believe you don't have to sacrifice a workout to keep the style that you love. We're excited to use this platform to educate women on caring and styling their hair – whether curly or straight - for fitness."

Dark and Lovely will be offering product sampling and raffles at the tour stops, along with hair maintenance tips and one-on-one hair consultations by the Dark and Lovely Style Squad at select stops.

The upcoming Black Girls RUN! Preserve the Sexy tour stops include:

• April 12 – New Orleans
• May 3 – Charlotte
• June 7 – Philadelphia
• June 21 – Washington, DC
• July 12 – Houston
• August 9 – Atlanta

The Preserve the Sexy Tour is a conference open to runners of all levels, from beginners to veterans. The tour will feature fun, informative sessions including coaching on running anatomy, form, and muscle assessments from experts, and concludes with a celebratory fitness party!  Dark and Lovely and Black Girls RUN! are inspired to help African American women reach their fitness goals – to look and feel amazing!   

For more information about SoftSheen-Carson® Dark and Lovely products, please visit www.iamdarkandlovely.com. For more information on the Black Girls RUN! Preserve the Sexy Tour, and to register for the event, please visit www.blackgirlsrun.com.

About SoftSheen-Carson and Dark and Lovely:

SoftSheen-Carson Laboratories is part of the Consumer Products Division of L'Oreal USA. As the worldwide haircare leader for people of color, SoftSheen-Carson provides consumers with superior beauty products to help them choose their personal style. SoftSheen-Carson's portfolio includes well-loved brands such as Dark and Lovely, Optimum, Lets Jam! and Magic Shave.

Dark and Lovely, the premier, fashion-forward hair care brand for women of color, continues to unveil breakthrough hair innovations, including its latest introductions: 6 Week Anti-Reversion, a line that focuses on maintaining smooth and straight styles, and Au Naturale, which caters to the naturally curly consumer.

About Black Girls Run:

Black Girls RUN! is a national running group launched in 2009 by Toni Carey and Ashley Hicks. The organization has grown to include more than 70 running groups across the nation with more than 96,000 members. The group was created to combat the obesity epidemic among women in the African-American community and dispel the myth that black women do not run.  The groups include beginner, intermediate, and experienced runners and provide a support system to help members reach their fitness goals. Black Girls RUN! provides a community and inspires all women to run. For more information about Black Girls RUN!, visit www.BlackGirlsRUN.com.

Press Contact:
Michelle Pascal/Lauren Clements
Bratskeir & Company
212-679-2233
[email protected]
[email protected]

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SOURCE Dark and Lovely

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