Stephanie Kocielski Styling with Paul Mitchell Curls line

For years, John Paul Mitchell Systems Sculpting Foam and Foaming Pomade have been Holy Grail products for curlies. But the company wasn’t willing to sit on its laurels. They wanted to create a line of products that spoke to the curlies of the world — women who “describe their curls with sounds,” according to Robert Cromeans, the company’s flamboyant Global Artistic Director.

"During our conversations with curly-haired people, we were struck by the highly emotional relationship they have with their hair,” says Nikola Cline, Senior Director of Marketing for JPMS. "We heard some really honest, cathartic and touching stories about life with curls. It was time for us to create a collection of products that would help people embrace their natural curl rather than fight it."

Read More: Paul Mitchell Launches New Curly Line!

Styling with Paul Mitchell Curls line

More than 55 percent of the world has curly, wavy or coily hair, but not everyone is embracing their natural texture. The Paul Mitchell Curls line is designed to provide curlies the tools they need to feel confident about their curls.

Paul Mitchell Curls products — which was tested by NaturallyCurly readers — are designed to be used the way curlies actually use products.

The Spring Loaded Detangling Shampoo was developed to gently clean, hydrate and detangle without any sulfates since 70 percent of curly consumers prefer sulfate-free shampoos and like to do their detangling in the shower. Because guys and girls with texture prefer using a leave-in conditioner to help tame and moisturize dry, curly locks, Full Circle Leave-In Treatment was developed to replenish lost moisture, protect damage and control frizz without weighing hair down.

Read More: Finding Your Signature Hairstyle

Styling with Paul Mitchell Curls line

Twirl Around Crunch-Free Curl Definer features an innovative dual formula featuring a hydrating cream and smoothing gel in a beautiful swirl. With Twirl Around, frizz will be controlled, leaving curls defined and tamed without any frizz or crunchiness.

The secret weapon for creating sexy, tousled beach waves is Ultimate Wave Beachy Texture Cream-Gel. This humidity-resistant cream-gel adds loads of texture and forms and separates waves for perfectly imperfect, frizz-free styles.

After extensive research, JPMS launched it's campaign for Paul Mitchell Curls inspired by the emotional relationship curlies have with their hair — from the joys and struggles to the passion and love. They called their campaign,"The Truth About Curls."

Read More: Trying Out the New Paul Mitchell Curl Line

truth about curls model with curly hair blowing

JPMS made the decision to push the boundaries of its marketing for the launch of Paul Mitchell Curls by focusing on digital and social marketing to reach out to the growing number of curlies who consume much of their media online. “The Truth About Curls” campaign, developed by New York-based Indelible, launches with exclusive partnerships with influential online blogs and web sites, including NaturallyCurly.com.

This is the first JPMS campaign that directly engages the consumers. "The consumer is the active, driving force behind the campaign," Cline says.

Curlies can submit a confession through the microsite to receive a Paul Mitchell Curls deluxe sample trio, which includes 0.5 fl. oz samples of Spring Loaded Detangling Shampoo, Full Circle Leave-In Treatment and Ultimate Wave Beachy Texture Cream-Gel. The microsite also features a “Curl-o-Meter” for users to obtain their “frizz forecast” in their zipcode, user polls, curl confession videos taped during the shooting of “The Truth About Curls” advertising campaign and Paul Mitchell Curls product information. Fans will also be able to ask questions on styling tips and tricks that Paul Mitchell artists will respond to on Paul Mitchell’s social media pages.

Instead of utilizing professional models for its "The Truth About Curls” advertising campaign, JPMS sought out real women and men to feature in its ads. A variety of women and men from all walks of life were shot for the campaign, including a dancer, Paul Mitchell-sponsored athletes and even students from Paul Mitchell Schools.

"No one knows curls better than curlies!” Cline says. “We made it a priority to listen to the insights and feedback that curly girls and guys gave us as we developed the products I the collection and to really understand their needs.”

Read More: 5 Tips for a Curly Hair Makeover