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Moroccanoil Signs Model and Digital Influencer Jasmine Sanders as Curl Ambassador

The brand is tapping social influencers to boost its digital presence.

With social media influencers gaining power, Moroccanoil has tapped Jasmine Sanders as the face of its new Curl Collection launching next month. She is expected to help others in the curly haired community achieve their style confidence.

“Millions of fans are captivated by Jasmine’s confidence, style, beauty and, of course, her gorgeous, curly hair, making her the perfect partner for this collection,” said Moroccanoil cofounder Carmen Tal. “More and more women today are finally embracing their natural curls.” Morroccanoil’s Curl Collection is designed to make the process of caring for all curl types easier.

Sanders graced the runway at this year’s Paris Fashion Week and has earned more than 1.6 million followers on Instagram (@golden_barbie). As part of the partnership, she will front the brand’s latest print and digital advertising campaign, make event appearances and provide exclusive Moroccanoil curl content to her fans on her social channels.

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“I’m blessed with naturally curly hair and have always been an advocate for embracing my natural style,” Sanders said. “I’ve been using Moroccanoil Treatment to help manage my curls for as long as I can remember.”

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The new Moroccanoil Curl Collection expands on an existing assortment of curl styling products, and now takes a 360-degree approach to managing every curl type, from loose waves to tightly spiraled curls. The expanded lineup includes new Moroccanoil Curl Enhancing Shampoo and Conditioner, Moroccanoil Curl Cleansing Conditioner and Moroccanoil Curl Re-energizing Spray. The lineup features the brand’s signature argan oil-infused blends. Prices range from $23 to $32 dollars.

Sanders is the latest in the trend of many brands signing on influencers to drive awareness and engage in conversations with consumers. She joins model Rosie Huntington-Whiteley, the current face of hair and body for the fast-growing brand. The Curl Collection is in tune with the current stream of curl-friendly products as women embrace textured hair.