Activate Beauty Taps cruz/kravetz: IDEAS.

Hispanic hair care manufacturer and distributor, Activate Beauty, Inc., announced its selection of West LA-based cruz/kravetz: IDEAS as its Agency Of Record nationwide for their advertising, marketing and public relations efforts.

The announcement coincides with Activate Beauty’s expansion into major national retail outlets. Currently sold through leading drug chain retailers in the United States and online, the entire Activate product line, addressing the particular needs of Latina hair types, will now be available in select Hispanic markets across 10 states. Marketing efforts will feature Puerto Rican singer, film (“Rush Hour 2”) and TV (“Without a Trace”) star, Roselyn Sánchez, as Activate Beauty spokesmodel.

“Activate’s rapidly expanding distribution requires marketing support that is national in scope and outreach,” said Jacqueline Dascal Chariff, President and CEO of Activate Beauty. “Our selection of cruz/kravetz: IDEAS is a key step in the expansion of our brand across the entire U.S. Latina consumer demographic.”

Recognizing the existing need in the national marketplace for a Latina-specific line of hair care products, cruz/kravetz: IDEAS Chairman and Chief Strategic Officer, Carl Kravetz, affirmed this is an assignment his agency is excited to take on. “We have a great opportunity to promote a product that actually delivers on its brand promise and is relevant to Latina consumers nationwide,” stated Kravetz.