NEW YORK, Feb. 14 /PRNewswire/ -- SoftSheen-Carson, the premiere provider of hair products for people of African descent, sponsors My Nappy Roots: A Journey Through Black Hair-itage, a documentary by filmmaker, executive producer and director Regina Kimbell, exploring the legacy of black hair. This provocative film draws the curtain to view the honest and candid feelings black women have about their hair; the esteem, the struggle, the glory, the relevance. Feelings shared in secrecy are now revealed to the public in an unprecedented look at the love/hate relationship and conflicting emotions black women have about "mane-taining" their esteem in a society that does not view their image as the traditional beauty standard. The film also unveils how black women today embrace and celebrate the uniqueness that is their hair.

The film features first hand experience from African-American hair industry leaders and celebrities such as Vivica A. Fox, Kim Fields and Ella Joyce. SoftSheen-Carson will present a New York screening at the Directors Guild Theater, 110 West 57th Street, on March 29, 2006. The reception will be held from 5:00-6:30 p.m. followed by the screening and discussion from 6:30-9:30 p.m.

"As a result of the short film winning numerous awards and critical acclaim and in addition to beauty, I felt compelled to expound on the powerful story of entrepreneurship, innovation in creating a billion dollar industry. It was an excellent fit for SoftSheen-Carson to come on board as a sponsor of the film," said Ms. Kimbell

"SoftSheen-Carson, in its commitment to inspire beauty and respect for the role black women's hair has played in society, saw this film as an opportunity to celebrate and continue to encourage dialogue about a subject that has long been a topic of conversation in black female circles," stated Candace Matthews, President, SoftSheen-Carson. "As a primary sponsor of the film, and as a company created to inspire beauty through innovation for people of color, we recognized the emotional ties black women have with their hair, which lead to the rise of the billion dollar ethnic hair care category. Our hair is our pride, our joy and our crowning glory, and SoftSheen-Carson encourages women to celebrate it."

As a component of the film's screening, SoftSheen-Carson will begin the conversation for heart-felt dialogue among women; inviting them to share their "hair stories" and experiences with each other around the world through it's Our History. My Hairstory! promotion. From January 15 through February 28, 2006 consumers will be invited to tell their "hair story" and send their submissions to Our History. My Hairstory Contest, P.O. Box 1940, Eglin, Illinois 60121-1940. Five finalists will win an all-expense paid trip to the New York screening of the film to compete for the grand prize trip for four to Senegal, West Africa where our hairstory began. Consumers can receive a free 20-minute DVD preview of the film when they purchase Optimum Care Relaxer in January and February.

SoftSheen-Carson Optimum Oil Therapy line and the Optimum Care line (fact sheets enclosed in the press kit) are the brands affiliated with this screening.

SoftSheen-Carson, Consumer Products Division of L'Oreal USA, is wholly dedicated to the care of hair and skin for people of color. SoftSheen-Carson portfolio includes well-loved brands such as Dark and Lovely, Optimum, Wave Nouveau, Magic Shave, Let's Jam and Beautiful Beginnings. For more information, visit http://www.softsheen-carson.com

    For more information contact:
    Robin Lawson
    646/337-3611
    rmlawson@noelle-elaine.com
    Noelle-Elaine for SoftSheen-Carson