The Mission
Shea Moisture 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 Shea to pull the ad and issue a public apology.
Strategy 
We wanted to right the course and create a brand essence video that brought the company back to its roots. SheaMoisture gives you the freedom to be you.
The Result
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.
The Stylists: Brianne Johnson (ST), Aaron Lee (ST)​​​​​​​
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