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?
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
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we launched the campaign with a placement at the BET Awards,
then expanded the story across social
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YES, AND MAGAZINE
we released a limited edition physical magazine offering
inspiration and a Shea product tailored for every style.
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YES, AND NEWSSTAND invited influencers to a YES, AND magazine pop up in New York |
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the culture responded
and the press followed
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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 |