#ICYMI - In Case You Missed It (Most Buzzed About Mass)

Dark and Lovely

Au Naturale Moisture L.O.C. Lock It In Sealing Cream

L'Oréal USA
2016 Finalist

For pre-buzz, product was sent to a select group of influencers to try and share their thoughts through their social media channels; including YouTube videos and Instagram posts. In addition, for the launch, Dark and Lovely held a seven-day giveaway with influencer @MoKnowsHair on Instagram which provided a large amount of consumer engagement.

Mass drug and beauty supply stores nationwide.

Inspired by the “C” for cream in the LOC Method. This cream seals the hair for long-lasting moisture that won’t dry out.