SHEAMOISTURE

The hair category treats scalp care as clinical. We focused on styling. We shaped the creative direction from the ground up, using strategy to reposition scalp health as part of everyday styling.

Braided hairstyles became the focus, chosen for visibility and cultural relevance. Content was developed for DTC, social, and paid platforms to introduce the collection and drive education with younger audiences.

The hair category treats scalp care as clinical. We focused on styling. We shaped the creative direction from the ground up, using strategy to reposition scalp health as part of everyday styling.

Braided hairstyles became the focus, chosen for visibility and cultural relevance. Content was developed for DTC, social, and paid platforms to introduce the collection and drive education with younger audiences.