Dark & Lovely promotes diversity in gaming with Sims partnership

Dark & Lovely promotes diversity in gaming with Sims partnership

THE WHAT? Dark & Lovely has joined forces with The Sims franchise to raise awareness of the lack of diversity in the gaming industry and to create new tools for Black gamers to express themselves in virtual worlds.

THE DETAILS As part of the collaboration, the hair care brand will release a social documentary, Play in Colour, spotlighting the changemakers who are redefining the rules of the gaming industry. In addition, the L’Oreal-owned brand has partnered with DE&I advocate Danielle Ebonix Udogaranya to create new hair colors and styles for in-game characters in The Sims 4.

THE WHY?  “The customization options in the video game industry are limited for Black gamers. Dark & Lovely changed the game over 50 years ago by formulating its first products for the Black community IRL. Now as characters continue to become an extension of our true selves, I am excited to partner with Dark & Lovely to immediately offer more hairstyle and color options for Black players to use in-game via my mods.

“This is just the beginning of what I hope will become a snowball effect towards games and companies taking the importance of accurate and meaningful representation to the next level. This isn’t a tick-box exercise, this is a purpose-driven impact to change the gaming experiences for generations to come!”