For this 360-degree campaign, TAG repositioned Dark & Lovely Fade Resist hair color with a powerful and empowering tagline: LOVE MY COLOR. TAG elevated its signature purple color in multiple visual layers, while also creative a lush and ownable animation of the formula's triple fruit oils. From Broadcast to Digital to Print, TAG's #LoveMyColor work launched a whole new look, tone and feel for Dark & Lovely Fade Resist, while sparking an exciting new level of consumer engagement.