SheaMoisture
Yes, And
ASK: SheaMoisture has been trusted by pros, loved by generations, and has always had a place in Black Women’s hair routine. But in a saturated market, how do we reintroduce SheaMoisture as the OG in hair health, and now, the go-to for bold styling and everyday versatility?
BIG IDEA: YES, AND
YES, AND celebrates the versatility of Black women. YES, her lifestyle, her interests, AND of course, her hair. Because textured hair is as versatile as the Black women who wear it. SheaMoisture is in her corner…and cabinets.
So, who better to launch this rebrand than the queen of switching it up….both inside and outside the Love Island Villa? Serena Page.
PRESS: AdAge, Chain Drug, PRNewswire
To bring the YES, AND story to life, we created Styling Videos featuring a curated lineup of products for every look.
We kicked off the campaign with a placement at the BET Awards, then expanded the story across social media.
We released the YES, AND magazine with an empowering manifesto, product tutorials, and affirmations created for Black women.
To tap into culture, it debuted as a pop-up newsstand 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