The natural L'Oréal-owned hair care brand films genuine families for its True To Your Roots series
L'Oréal-owned Carol’s Daughter is focusing on mother-daughter relationships for its latest marketing push.
The hair care brand’s True To Your Roots series is said to be inspired by founder Lisa Price’s relationship with her mother.
Price explained that it was her mother who taught her about self-confidence and the importance of embracing ‘flaws’.
“If I can pass that message about beauty on to my daughter as our family's tradition, I will have done my job,” said Pride.
“With that foundational self-confidence in place, anything and everything else is possible."
The ad campaign will feature actual families and showcase the brand’s new Coco Crème Collection for extremely dry hair; the Black Vanilla Collection, designed for brittle hair; and the Hair Milk Collection, for nourished curly hair.