Dark & Lovely:
Brown Sable Package Refresh (2025)
When I stepped in to lead contract renewals across 18+ Dark & Lovely shades within the Fade Resist and Go Intense collections, an unexpected shift created a defining creative opportunity. The original model for Brown Sable (Shade 373) chose not to renew her contract long-term, which opened the door for me, as Content Lead, to art direct my first product box for the brand.
Rather than recasting with a traditional model, I proposed a more intentional approach: featuring a real woman who authentically embodies the spirit of Dark & Lovely. This direction not only felt more culturally resonant, but also created a natural extension into digital storytelling. Leadership aligned with the vision, and we moved forward with a new kind of representation for the brand.
I cast Chasity Dozier, a Memphis-born New Yorker, fellow Howard University alum, tech professional, wife, and mother, whose presence reflects both the beauty and lived experience of the Dark & Lovely consumer. Her natural radiance, confidence, and journey made her a powerful and authentic choice to represent Brown Sable, bringing a deeper sense of connection and meaning to the product on shelf. As a dream collaboration, I tapped celebrity portrait photographer, David Urbanke to take on the refreshed image for the box (as well as my homepage head shot).
(Creative Direction & Casting: Ricardo A. Gidarisingh, Photography: David Urbanke, Cinematography: Charlie, Social Video Capture & Editor: Lola Amu, Agency: Prime Content)
The original Dark & Lovely Brown Sable Shade #373 package, a top selling shade in the Fade Resist collection. The brief was to refresh the package with a new model using the same pose for easy consumer recognition. The next image features the refreshed package with Chasity as the new model. (Gallery below shows her best shots!) Post-refresh, the shade was worn by international supermodel, Anok Yai, a full circle moment as she was also discovered on the campus of Howard University.
On-Set Storytelling…
To extend the impact beyond packaging, I led a digital-first storytelling approach to capture this milestone moment for the brand. I oversaw the development of on-set content, partnering closely with and mentoring creative assistant Lola Amu, who supported capture and editing.
The content brought the experience to life through a behind-the-scenes lens, including intimate moments from set, a glam transformation, hair color preparation led by L’Oréal’s expert colorists, and a TikTok-inspired trend moment. Together, it created a layered narrative that connected the product, the process, and the woman at the center of it all.