Wednesday, November 2, 2016

Break the Wall - What is Normal Campaign

Break the Walls
Leading natural beauty brand continues to knock down the walls that divide, moving forward on a path to inclusive beauty where Everybody Gets Love!

On the heels of success from part one of its highly-acclaimed #BreakTheWalls national awareness platform and call-to-action, SheaMoisture, manufactured by Sundial Brands, announced the next phase of its transformative effort to highlight the divisive constructs of beauty. This time, the brand is launching a direct challenge to the beauty industry’s concept of standardized ideals by posing the short, yet powerful, question – “What’s Normal?”

This phase includes a complete suite of assets designed to collectively support the effort across all media platforms and on-the-ground activations. The elements include a 60-second short film; a 30-second spot; a first-to-market custom hair recognition tool ; digital and social assets; and behind-the-scenes and interview footage that capture perspectives on what is considered normal in beauty, especially regarding hair type, texture and style, from cast members, prominent beauty vloggers including Naptural85 and StyledByAle, and everyday women who have made headlines for defending their hair in the workplace, including Sgt. Jasmine Jacobs, who petitioned the U.S. military to change its policy banning natural hairstyles, and meteorologist Rhonda Lee, who was fired from the ABC affiliate in Shreveport, LA for responding to a comment about her natural hair. In the coming weeks, the Perception Institute will separately release a first-of-its-kind national study measuring implicit bias linked to differences in hair texture.

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