While many companies are shifting spending into social media, Carol’s Daughter is enhancing digital efforts with its first television commercial.In a 30-second spot, which started airing in March, Carol’s Daughter founder Lisa Price showcases the history of the brand in the campaign called "Born in Brooklyn. Made with Love." Price started Carol’s Daughter in her Brooklyn kitchen. L’Oréal acquired the company in 2014. The television commercials give Price the chance to share her story with millions."After being in business for nearly 24 years, telling my story is something I have done hundreds, if not thousands, of times. But, telling it in 30-, 15- and 10-second pieces and strategically placing those moments out into the world is a major moment for me and for the brand,” said Price, who is featured in the spots. “You don't get here quickly. You don't get here alone. The team of people that I have and have had around me through skill and passion helped bring this moment to life. I could not be more proud of this authentic and beautiful message."TAG Creative developed the advertisement, which spotlights the diverse portfolio of the naturally made products from the Carol’s Daughter collections, including Black Vanilla, Hair Milk, Almond Milk and Sacred Tiare. Women of various ethnicities and hair types appear in the spot hammering home the multicultural positioning.Carol's Daughter has used social media and print to share its message in previous efforts such as #bornandmade. That campaign included a series of videos from influencers discussing what makes them stand out. Customers were invited to share their own stories and create their own #bornandmade images using a widget that can be found at bornandmade.com.“My mission has always been to inspire and empower women, and provide high-quality, accessible product solutions for every hair type. To have my story, which all started with handcrafted recipes in my kitchen, be shared with millions of people in their own homes is truly a dream come true,” Price said.Carol’s Daughter is on a growth trajectory, gaining shelf space in doors such as Target. With expanding distribution and greater consumer awareness, Carol’s Daughter’s setting gel and mousse products racked up more than 200 percent sales gains for the most recent 12-week period tracked by IRI in drugstores.
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)