BREAK THE WALLS TV SPOT
BEHIND-THE-SCENES INSTAGRAM/YOUTUBE VIDS
BRAND, CULTURAL, MARKET RESEARCH
CONSUMER FOCUS GROUPS
After 25 years in the business and a partnership with Wal-Mart and Target, SheaMoisture became the first multicultural beauty brand to expand into the general beauty aisle from the ethnic aisle. It was an historic success that meant more space for and increased access to products that meet the lifestyle needs of black women. But success didn't come without a challenge: SheaMoisture needed to demonstrate a measurable uptick at retail within their first few months at-shelf, to remain in the aisle.
To develop a campaign that drove sales, I conducted qualitative research honing in on one key question: why is the beauty of black women with textured hair not reflected in the beauty aisle?
Break the Walls reflects black women's collective experience about how shopping in an ethnic aisle is a constant reminder that their beauty is less-than beautiful. The campaign lead SheaMoisture to increase sales by 43 percent (almost $200 million) and remain in the general beauty aisle.