L'Oréal Paris Launches "The Roots Family" Web Series

Celebrity Spokeswoman Helen Mirren, Andie MacDowell, and More Showcase the Realities of and Remedies for Gray Roots

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Oct 15, 2018, 10:01 ET

NEW YORK, Oct. 15, 2018 /PRNewswire/ -- In celebration of the launch of L'Oréal Paris' Magic Root Precision Pen and award-winning line of root solutions, the brand proudly introduces a new campaign that brings to life its values of beauty and diversity, and embodies the iconic phrase, "Because I'm Worth It."

Launching today in on the brand's U.S. YouTube channel, the celebrity-studded webisode series spotlights the individuality of each unique person by uniting brand ambassadors who widely span generations. Together, they form a family: The Roots Family.

L’Oréal Paris Launches “The Roots Family” Web Series

The family is aptly named, as each member has a serious root problem on their hands. There's Maxine Roots (Helen Mirren), the forgetful and eccentric mother of Marilyn (Andie MacDowell) and Maxwell (Jonathan Saxby). Maxwell's wife, Melinda Roots (Morena Baccarin), is a part-time philanthropist. Meredith Roots (Aja Naomi King), on the other hand, is a full-time drama queen. In addition to her penchant for dramatics, Meredith, along with her sister Margaret (Luma Grothe), is dealing with the issue of scattered gray hairs. Luckily, the family has found a magic root touch up solution that works for everyone.

With education and a sense of humor at its core, L'Oréal Paris shines a spotlight on this entertaining family united in common by their pesky gray roots. To resolve their hair woes – and those of people everywhere – the brand offers a complete range of temporary root-centric products. NEW Magic Root Precision Pen joins the L'Oréal Paris Hair Color family, which also includes award-winning Magic Root Coverup and Root Rescue.

L'Oréal Paris' Magic Root Precision Pen will be available on Amazon beginning November 2018. The rest of the Magic Root collection is available at lorealparisusa.com and mass, food and drug retailers nationwide.

Contact: Olivia Porcello at Alison Brod Marketing and Communications ([email protected])

ABOUT L'ORÉAL PARIS

The L'Oréal Paris division of L'Oréal USA, Inc. is a total beauty care brand dedicated to empowering women by offering luxurious and innovative products and services available in the mass market. The brand's signature tagline, "Because I'm Worth It," was born in the United States in 1971 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L'Oréal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L'Oréal's invention of hair color in 1909, the brand continues to serve as a leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Féria, Excellence Crème, Elvive, the Ever Collection, Advanced Hairstyle, and Elnett Satin Hairspray. L'Oréal Paris provides scientifically-advanced skincare products that are tested to address individual skin concerns through its renowned brands Revitalift, Hydra Genius, Age Perfect, and Sublime Bronze. L'Oréal Paris' iconic cosmetics collections include Infallible, True Match, Colour Riche, Voluminous, and Visible Lift. For more information about L'Oréal Paris and to receive personalized advice, expert tips, and exclusive content, please visit www.lorealparisusa.com or follow on Instagram (@LOrealMakeup, @LOrealHair, @LOrealSkin, @LOrealMen, Snapchat (@LOrealMakeup), Twitter (@LOrealParisUSA), Facebook (@LOrealParisUSA), and Pinterest (@LOrealParisUSA).

SOURCE L'Oreal Paris