It is an active time for Moroccanoil as the company gears up for the second half of 2016.
On the product front, Moroccanoil unleashed its Blow-Dry Concentrate for frizzy, unruly hair types last month. The item fits the current market need for products for textured hair. Morccanoil plans to extend the range with four new products backed by a new advertising campaign in the fall.
Moroccanoil also released the latest short-film in its “Inspired by Women” series created by Moroccanoil cofounder Carmen Tal. This year’s film features Georgina Chapman, designer and cofounder of the fashion label Marchesa. Chapman is also the global ambassador for the youth charity The Magic Bus Foundation.
The storyline follows Chapman’s entry into the fashion world. “I never felt that being a woman would be different than being a man,” Chapman said in the film. “I would like other women to grow up with that same sense.”
She’s taken her visibility and Indian heritage to support The Magic Bus Foundation, a non-profit organization that helps lift children in India out of poverty and into livelihood.
“I love that all of the beautifully executed ‘Inspired by Women’ short films capture the inspirational personal journey of achieving one’s dreams to make a difference in the world, and that they also put a spotlight on such important causes on a global scale,” said Chapman, who has used the Moroccanoil brand exclusively for ready-to-wear and bridal fashion shows. “I would love for women all over the world to see my ‘Inspired by Women’ film and feel that same sense of confidence that anything is possible. Women feeling great about themselves is the first step to making their own dreams a reality. I also hope that it will inspire others to not only generate positive change in their own lives, but also in the lives of those around them, whether it’s in their local communities or the world at large.”
Tal added she zeroed in on Chapman because she embodies what it means to inspire by example. “I was so fortunate to meet her through our long-standing fashion week collaboration with Marchesa. Not only is she an incredibly talented designer that empowers women through her gorgeous, feminine clothing, but she also realized the importance of giving back to the communities that helped build her company in India. The passionate work she does to help children in underprivileged communities there is truly remarkable.”
This is the second wave of the initiative kicked off in 2014. The first installment followed six women and how they turned their inspiration into action in a series directed by actress and filmmaker Bryce Dallas Howard. As an example, one of the women profiled was Kavita Shukla who, while in middle school realized that extending the life of food could help millions. She invented FreshPaper, which improved food storage in 35 countries including the U.S.
“Intuition often plays a role in my decisions and choosing the women was exactly that,” said Tal. “I believe all of the women featured in the films had a very special and unique power to influence and inspire women everywhere to pursue their own personal dreams, passions and ambitions.” So far, “Inspired by Women” has exceeded Tal’s expectations with another film on tap for 2017.