SHEA MOISTURE
CRAFTED for you
brand essence video
THE PROBLEM
In 2017, Shea Moisture experienced a decline in popularity following its acquisition by Unilever. Loyal customers of the hair care brand felt neglected due to the unexpected sale and the introduction of Unilever's modified formula. Adding insult to injury, one of the brand's initial ads post-takeover featured a white woman attempting to empathize with the hair struggles of black women, causing an immediate rift. So, we hit pause. Entrusted with crafting an internal brand essence video, we set out to rediscover why Shea Moisture is so vital in the Black hair community. It wasn't merely business; it was about understanding and respecting the true sentiments of the community without patronizing them.
the process
Our team conducted 23 in-depth interviews (IDIs) with a diverse group of Black women who embrace natural and non-natural hairstyles. We discussed their comfort level in wearing natural hair in both professional and personal settings, their preferred hair care products, their romantic partners' thoughts on their hair choice, and the personal narratives that shape their hair journey as black women.
Five in-store visits to the cubby-sized black hair care aisle. (Target, Walmart, CVS, Walgreens, and Sally's Beauty Supply)
Competitive analysis of the top five black hair care brands. (Carol's Daughter, Camille Rose, Maui Moisture, Main Choice, and Mielle Organics)
THE insight
Changing your appearance to meet the standards of others will never change the way they see you.
THE STRATEGY
Position shea moisture AS THE BRAND THAT EMPOWERS BLACK PEOPLE to BE authentic despite THE consequences OF perception.
THE CREATIVE
my contributions
BRAND RESEARCH
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CONCEPT DEVELOPMENT
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Copywriting
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SCENE SELECTION
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BRAND RESEARCH • CONCEPT DEVELOPMENT • Copywriting • SCENE SELECTION •
Meet the Team
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Keith Johnson
STRATEGIST
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Cameron Norman
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Nathalie Buffaloe
VOICEOVER
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Molly Devereaux
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Derek Martin