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Marketing Partnerships Marketing Partnerships
Disney’s THE LITTLE MERMAID <span>and</span> Carol’s Daughter

Partnership:

Disney’s THE LITTLE MERMAID and Carol’s Daughter

Description:

Disney’s THE LITTLE MERMAID partnered with Carol’s Daughter as the official hair care brand of the movie, Disney embraced another inclusive marketing principles that was allowing them to make a broader audience feel seen and like they belong: collaboration.

As Disney featured a Black actress as Ariel, a natural extension of making the Black community and other people of color feel like they belong was a collaboration with a brand from the community.

That’s why Disney’s Carol’s Daughter partnership was such a smart move. The hair care brand, which is now owned by L’Oreal, was founded by Lisa Price, a Black woman. Price is still a staple within the company, and recognized widely among long-time customers of the brand.

Carol’s Daughter has a rich history and footing within the Black community, and was also used widely be people with textured and curly hair that do not identify as Black.

Thus the limited edition products part of this The Little Mermaid and Carol’s Daughter partnership was not only to help introduce new audiences to the movie, and new consumers to Carol’s Daughter, but it deepens Disney’s demonstration of their commitment to inclusion and diversity.

Companies Involved:

Walt Disney Studios

Walt Disney Studios


PARTNERSHIP OPPORTUNITY

Disney’s THE LITTLE MERMAID

TYPE

Theatrical

TIMING

2nd Quarter 2023

COMPANY

PARTNER(S)

Carol’s Daughter

CATEGORY

Health & Beauty

PROMOTIONAL ELEMENTS

In-Store/Retail
Licensed Product
On Pack

MEDIA ELEMENTS

Mobile
Online
Social Media

TARGET

Adults
Family
Female
Male

Website and Social Media

Created On:

May 31, 2023

Last Modified on:

Jun 1, 2023

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