SheaMoisture has been trusted by pros, loved across generations, and has long been the go-to brand for women transitioning to their natural curls.
But in a saturated market, they were losing loyalty among younger consumers in a sea of other brands.

How do we reintroduce SheaMoisture as the OG in hair health—and now, the go-to for bold styling and everyday use?
YES, AND.
Because textured hair is as versatile as the Black women who wear it.
​And SheaMoisture is built to keep up.

Who better to amplify our message than Serena Page -- the unforgettable, fan-favorite winner of Love Island Season 6?

TVC

SOCIAL
A curated suite of products for every style. We launched the campaign with a placement at the BET Awards, then expanded the story across social.

YES, AND Magazine
A limited edition physical magazine offering inspiration and a Shea product tailored for every style.

YES, AND Newsstand
The YES, AND magazine was launched at a pop up in Astor Place in New York City.

Agency: Majority
Client: SheaMoisture
GCD: Micöl Rankin
Senior Art Director: Erika Casales
Senior Copywriter: LeAndra Langhorne
Art Director: Sierra Wheeler
Producers: Christine Presto, Matt Joyner, Liv Higgins
Account: Christina Tuck, Fuming Cao
Director: Kajal Patel
Photographer: Felisha Tolentino
Production Company: Golden Child
​Post House: UNIT
Retouching: Feather