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SheaMoisture launches #BreakTheWalls campaign

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AMITYVILLE, N.Y.— Sundial Brands is launching an advertising and social media campaign that aims to “break down the walls” separating ethnic beauty sections from the rest of the beauty department.

The SheaMoisture campaign includes a 60-second short film, a 30-second commercial, #BreakTheWalls digital and social assets, and behind-the-scenes footage showing everyday women and beauty video bloggers asking the question: Why is our beauty not reflected in the beauty aisle?

“I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal,” says Sundial Brands founder and chief executive officer Richelieu Dennis. “And separating ‘beauty’ from ‘ethnic’ has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society — which is why we began leading the efforts to break down those walls.

“This movement is about so much more than selling shampoo or lotion or cosmetics. We’re advancing a mission and vision to change the social dialogue about how we’re looking at beauty as a society and how those archaic structures and views are debilitating to the establishment of new and more inclusive ways of viewing beauty — whether in the images we see or in the aisles that divide.”

Dennis asserts that for 25 years he and his family have based their business on the simple premise that the beauty industry should fully serve all women.

That approach has been an imperative for the SheaMoisture brand since its inception, and came with a cost. Dennis’ refusal to conform to traditional merchandising segmentation meant that it took 16 years for the brand to make it to retail shelves.

But the company and the brand were determined to create a better and more inclusive beauty experience, and one that in particular didn’t ignore or devalue the needs of women with textured hair, whether that hair is wavy, curly, kinky or coily.

To convey that message in its short film, the brand reached out on its social media channels to the community it affectionately refers to as “SheaFam.” Members of that community responded with personal hair stories, which were supplemented by those of several influential beauty vloggers.

“With SheaMoisture, we have built a successful brand by recognizing that beauty comes in every hair type, skin tone, shade and feature and by honoring the natural beauty of every woman with natural products that address her individual needs and empower her to celebrate her unique journey,” Dennis said. “It is so exciting for us to partner with all of these women who are each, in their own way, leading the conversation with their different stories and common truths about their beauty experiences.”

The #BreakTheWalls campaign builds on SheaMoisture’s focus on what it calls the New General Market.

“It is also important to recognize our retail partners who — in embracing SheaMoisture, our message of inclusion and our efforts to elevate how all consumers are served in their stores — are indeed embracing the New General Market approach to beauty that is bringing down these arbitrary walls,” Dennis said.


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