New Carol's Daughter True To Your Roots Campaign

Source: Carol’s Daughter / L’Oreal

Mother’s Day may be over, but the unbreakable bond between mothers and daughters is one that should be celebrated every day of the year—and popular hair care brand Carol’s Daughter is pushing that narrative in a new campaign: #TrueToYourRoots

The campaign highlights to the deep-rooted bond between mothers and daughters, while also embracing the power of family tradition. Carol’s Daughter, inspired by its own brand heritage, has crafted the “True To Your Roots” campaign to herald female empowerment, dedication to the mother-daughter connection, and an exploration of how both come together to help form the lifelong relationship with hair that’s passed down from one generation to the next. It also demonstrates the strong link between women of color and their hair, particularly as it relates to the family connection.

Brand founder, Lisa Price, notes that her mother was the driving force that encouraged her to not only to embrace her natural curls, but to ultimately create Carol’s Daughter. The connection they shared remains at the core of the Carol’s Daughter brand today. Speaking about the personal meaning behind the “True To Your Roots” campaign, Price stated:

“When I think of the phrase ‘True To Your Roots’ – I think of things you learn from your mother, that she learned from her mother – and the things they teach you about being true to who you are. My mother taught me to fall in love with my hair and the person I see in the mirror, flaws and all. If I can pass that message about beauty on to my daughter as our family’s tradition, I will have done my job. With that foundational self-confidence in place, anything and everything else is possible.”

https://www.instagram.com/p/BxdRUsvgdWN/

The family-centric “True To Your Roots” campaign also highlights some of the brand’s most coveted products, including the newly launched Coco Crème Collection, which is designed to provide intense moisture and softness to extremely dry hair;  the Black Vanilla Collection, designed for dry and brittle hair; and the Hair Milk Collection, designed for naturally curly hair that is nourished and soft to the touch.

Price acknowledged her happiness at using real families for the new campaign, saying:

“Being able to cast and shoot actual families is something that I’ve thought about doing with the brand for such a long time, and I’m incredibly proud to see that beauty come to fruition.”

Check out the full 15-second Carol’s Daughter “True To Your Roots” ad below.

Also keep the movement going by joining Carol’s Daughter in reflecting on what staying “True To Your Roots” means to you by following @CarolsDaughter on Instagram and YouTube, and by visiting CarolsDaughter.com.

Carol’s Daughter products are available at Walmart, Target, Walgreens, Rite-Aid, CVS, ULTA Beauty, and Sally Beauty stores nationwide, as well as CarolsDaughter.com and Amazon.com.