SheaMoisture is the first mainstream hair and skincare brand to speak to the diversity within black hair textures and styles. In 2017, they released a video on social that featured four caucasian women that spoke about 'Hair Hate' and discrimination. Twitter caught fire hours later that angered the core consumer as they felt abandoned.
Ultimately, this led SheaMoisture to pull the ad and issue a public apology.
To right the course and create a brand essence video that brings the company back to its roots.
SheaMoisture gives you the freedom to be you.
Our brand essence video centered around the diversity and culture within the African American community. We wanted to celebrate and help illustrate that their products don't just help make you look good, they give you the freedom to be yourself and be proud of who you are.