Here’s more proof that locs have arrived—big time.
Take a look at the new ad campaign by Loc-A-Fella. It features high glam and natural hair—two arenas that for the first time are brought together.
The ad campaign features a multi-hued group of young African-Americans, living it up on the town featuring locs and mighty ‘fros. In one ad, the group is elegantly dining. In another, a brother with long locs in a tuxedo emerges from a limousine. He, too, is shown dining with a woman with a ‘fro. In yet another ad, a natural hair queen overlooks an urban landscape in a sequined gown. The tag line: Be King.
Finally, an image of what locs are and could be.
The ads were launched in last month’s VIBE magazine. Says Ru-El, a representative, “Loosely based around the worldwide state visits of Ethiopian Emperor Haile Selassie during his reign, the campaign imagines the modern-day visit of a youthful, thirty something Emperor and his diplomatic entourage. Positioning women as his Chief of Staff and immediate advisors, the campaign seeks to also communicate a sense of pride about our history and an understanding of parity and equality between the sexes.”
New York Beacon Digital calls the ads, “a move that has clearly changed the direction of haircare marketing.” The advertising agency of record is New York-based Cirqus6. The Loc-A-Fella line features a Eucalyptus Shampoo, a moisturizing conditioner, a Reflections Sheen Spray, Loc Drops Anti-Itch Scalp Conditioner, a loc and twist butter and gel.
I think that this is just the beginning of images of locs that help elevate and educate. Locs are more than a just a style of rebellion. Locs and natural hair are sophistication, elegance, and a reference to our days as kings and queens. Kudos to Loc-A-Fella on their campaign. Let the gilded age begin!
What do you think of the ads? Write a comment here.