THE BIG IDEA
SheaMoisture offers hundreds of products for all hair types – from kinky curly to straight fine hair. We captured street-style photography at the Essence Block Party in Brooklyn – asking real women to share the product combinations they use to get their one-a-kind look. Then we encouraged our audience to join by using #MyBeautyMix and posting content of their own.
HOW DID WE GET HERE?
INSIGHT: Most women are overwhelmed by the choices they have when it comes to hair products.
OPPORTUNITY: To give women simplicity and confidence they needed, we created, “My Beauty Mix,” a social campaign that leaned into an existing audience behavior and celebrated the uniqueness of every women.
RESULTS: We received over 150 UGC submissions – 100 of them coming in the first 4 weeks – and over 500 mentions of the hashtag during the 10-week campaign. SheaMoisture also saw its highest positive sentiment rating in 6 months.