SHEAMOISTURE
SheaMoisture a brand focused on textured hair and melanin-rich skin. Known for natural, ethically traded ingredients. SheaMoisture was launched in Canada for the first time in collaboration with Toronto Caribbean Carnival. Led research and strategy; produced video content for TVC, social, OOH, pop-up prints, and PR. Content deployed across Europe, US, and Canada.
AGENCY: OLIVER AGENCY - CANADA, USA & EUROPE (2019-2020)
ROLE: CREATIVE LEAD, CREATIVE STRATEGY, ART DIRECTION, DESIGN, AI
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.
Face of SHEAMOISTURE Canada
We conducted a nationwide search to identify the official “Face of SheaMoisture Canada,” selecting an individual who authentically embodied our target audience. Upon selection, the model was styled in two distinct looks: a daytime, everyday ensemble and an evening, night‑out look.
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)
SheaMoisture Canada officially launched at North America’s largest Caribbean festival in downtown Toronto with a four-day #SheaPopUp — Toronto’s first. It celebrated culture, wellness, beauty and hair with a salon, style bar, Shea store, yoga, after-parties DJed by women (DJ Rosegold, Killa Kels, Dre Ngozi), speakers like Tracy Moore, a workshop by Karlyn Percil, and performances by Jully Black, Ammoye and Domanique Grant. Art by Benny Bing and Alexis Eke, plus a natural hair masterclass from “Sister Scientist,” completed the program. Influencers promoted #BeYourBeautiful to drive visits.
new collection Launch - a salon takeover (2020)
#SheaStyleBar was one of many salon takeovers to launch a new collection ‘Power Greens’ in the heart of Downtown Toronto.
PRESS
STRATEGY ONLINE – SheaMoisture encourages women of colour to ‘Be Your Beautiful’
ADWEEK –The Haircare Brand asked the community to nominate Changemakers on Social Media
STRATEGY ONLINE –Women start to get their due online
NNEKA ELLIOT –Highlights of SheaMoisture Launch in Canada
NOTTING HILL CARNIVAL 2019 – SheaMoisture Notting Hill Pop-Up
BLOGTO – SheaMoisture Pop-up
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