Face of SHEAMOISTURE Canada

Conducting a country-wide search for the ‘Face of SheaMoisture Canada’ which represented the true essence of our target.

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BRAND SOCIAL content

Assets were created to use on all social platforms from Youtube, Facebook, Instagram, Spotify as well as Interactive banners for Walmart and Amazon websites. These posts showcased many different collections for all types of hair #BeYourBeautiful hashtag was used throughout to drive home a cohesive campaign message.

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BRAND PRE-LAUNCH

To tease our launch of SheaMoisture in Canada, we started by setting up a Style Bar at a Mass Band Launch in Toronto. Visitors were given samples, coupons and an interactive photo-booth teasing the official brand launch coming up in few weeks.

OFFICIAL BRAND LAUNCH AS A FOUR DAY POP-UP (2019)

The official launch of SheaMoisture Canada took place during North America’s largest Caribbean Festival in the heart of Downtown Toronto. This 4 day #SheaPopUp was a first-ever experience for Toronto. Celebrating culture, wellness, beauty and of course all things hair! Inside featured everything from a Salon, Style bar, Shea store, Yoga classes and after parties with all female DJs such as DJ Rosegold, Killa Kels and Dre Ngozi. There was also a line-up of motivational speakers like Tracy Moore, host of Cityline, a workshop by Karlyn Percil, and musical performances by Jully Black, Ammoye and Domanique Grant. Artwork showcased by Benny Bing and Alexis Eke. A natural hair masterclass with “cosmetic chemist” Sister Scientist rounded out the activation. The event hashtag, #BeYourBeautiful was seeded by influencers throughout encouraging people on Instagram to pop by the pop-up shop.