Unfortunately, natural hair has been stigmatized in popular culture and is seen as “untamed and unpretty.” By taking a stand against Black hair stereotypes, SheaMoisture helps young women of color shed insecurities and embrace their natural beauty.
We created an experiential activation that extended through social that empowered and enabled young Black women to return to their roots.
Executions: Social & Experiential, Out of Home & Package Design
Beauty, Reborn.
Step One: The Chop Shop
The first step to going natural is to cut off damaged hair (known as “the big chop”). By sponsoring pop-up salons (Chop Shops), SheaMoisture will give women the opportunity to receive a complimentary consultation, cut, and styling.
Salon Interior
Once a client has shed off the weight of hair that was holding them back, their statement of “rebirth” will appear in the mirror.
Beauty Box
After their appointment, clients receive a custom “Beauty Box” containing a starter kit of SheaMoisture products based on their hair type.
MURAL ADS
Instead of billboards, local Women of Color will take over rundown spaces in the community and give them new life by showcasing the beauty of natural-hair women. These Murals will inspire women to go accept the challenge and go natural.
Social Testimonials
In return for the free hair appointment, women are encouraged to share their thoughts and feelings about their new look via social media.