CAMPAIGN & CONTENT
WHAT'S NORMAL? TV SPOT
BEHIND-THE-SCENES INSTAGRAM/YOUTUBE VIDS
BRAND, CULTURAL, MARKET RESEARCH
APP ARCHITECTURE CONTENT FLOW
In the second Break The Walls campaign titled, New Normal, SheaMoisture questions the beauty industry’s practice of labeling hair products for “normal hair.” There isn’t one type of hair and not all beauty products work for all types of hair.
By celebrating everyone’s hair texture, SheaMoisture continued its mission of confronting the mental walls that encourage women with texture hair to force-fit themselves into falsely constructed beauty and ‘good hair’ ideals, while also showcasing the more than 150 products they sell for all hair types.