/PRNewswire/ - Just for Me® is excited to announce the launch of its #5FingerChallenge Campaign, a program that promotes a less stressful 'wash day' for parents and children alike. To kick off the #5FingerChallenge, Just for Me has partnered with singer, songwriter and actress Christina Milian and her daughter Violet.
Parents grapple with a regular struggle of trying to detangle their children's textured hair. This process can be painful not only for the child, but for the parents as well. Just for Me products help to alleviate the struggle of detangling so parents and children can spend less time worrying and more time enjoying the hair care process: encouraging a Happy Hair Day.
"Our research shows that wash time for children with textured hair and their parents can often be unpleasant and stressful. Just for Me hopes to untangle the fear and anxiety that is associated with 'wash day' by offering moisturizing and detangling products, reducing tangles and breakage, and also encouraging the process to be fun and enjoyable." – Robert Candelino, VP, Haircare for Unilever, US
Milian and her daughter will post an inaugural campaign video on Milian's Instagram handle on Friday, October 2nd, highlighting their own Happy Hair Day while demonstrating the efficacy and detangling benefits of the Just for Me Hair Milk Collection by running "5 fingers" through Violet's detangled strands. Milian will close the Instagram video by challenging other moms to take the #5FingerChallenge, and encouraging them to tag their fellow moms on Instagram as a way to nominate peers to join the movement.
Just for Me has also tapped into a number of online influencers, including Instagram sensation London Scout, to help spread the word and raise awareness for the struggles faced by moms with kids with textured hair. These mommy-daughter duos will demonstrate how to avoid these struggles while using the Just for Me Hair Milk Collection via long-form videos and blog posts.
To further celebrate this campaign, Just for Me and Walmart will be co-hosting 100 in-store 'Happy Hour' events throughout the country, including cities such as, , and rd, shoppers will enjoy complimentary milk & cookies, product coupons, an interactive hand print mural, as well as a brief video demonstration of the Just for Me #5FingerChallenge.
About Just for Me®
Just for Me provides worry-free multi-textured hair care solutions that Moms can trust. With Just for Me, you have a full range of products to gently cleans and moisturize hair, helping to reduce breakage and tenderly ease tangles for tug-free manageability before, during and after the wash phase. Just for Me products provide proven manageability so moms and daughters can spend more time enjoying and bonding over hair time. Just for Me products are available at drug and mass-market retailers nationwide.
About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries. In, the portfolio includes brand icons such as: Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, , Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever employs approximately 8, 000 people in – generating approximately $8.5 billion in sales in 2014.
The Unilever Sustainable Living Plan (USLP) aims to double the size of Unilever's business, while reducing its overall environmental footprint and increasing positive social impact. The USLP is a strategic response to the challenges businesses face operating in an uncertain and volatile world. See more on the Unilever Sustainable Living Plan at
Unilever ranked number one in its sector on the 2014 Dow Jones Sustainability Index.
The entire Unilever global factory network, as well as its U.S. non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status.