04.05.16
For 25 years, Richelieu Dennis, founder and CEO of Sundial Brands, and his family have built their business based on one premise: that the beauty industry should fully serve all women. Today, SheaMoisture, manufactured by Sundial and one of the industry’s fastest-growing brands, launched its first-ever national awareness platform, #BreakTheWalls – a transformative and revolutionary multimedia effort to highlight the divisive constructs of beauty and move towards the inclusive shopping experience that all women deserve. The first phase includes a 60-second short film, a 30-second spot, #BreakTheWalls digital and social assets and behind-the-scenes footage that highlight everyday women and beauty vloggers raising their voices to ask one simple question: “Why is our beauty not reflected in the beauty aisle?”
Aligned with its community engagement approach, the brand issued an open casting call for the film on its social media channels to its community members – affectionately referred to as SheaFam – who shared their personal hair stories and journeys to self-love and empowerment. The brand also enlisted influential beauty vloggers Naptural85, SunKissAlba, and MahoganyCurls to share their own powerful and inspirational stories in the film.
#BreakTheWalls is an extension of SheaMoisture’s focus on what it has coined as the "New General Market and ensuring that all consumers, especially those who have been traditionally underserved, have an enhanced product and shopping experience based on being served acco"rding to their needs, not traditional segmentation. This problem-solution approach, defined by inclusion and commonalities via need states, is shifting the way CPG, retail and other consumer companies approach product development, marketing and merchandising to serve all consumers in a much more elevated way. As a result, many retailers have increased efforts to enhance their assortments and merchandising to reflect more inclusion in the near-term, while working with consumers to gain insights and learnings that will help them determine the next level of changes that are ultimately needed to meet their customers’ needs.
SheaMoisture partnered with award-winning creative agency Droga5 to develop the #BreakTheWalls platform and the “Break The Walls” film because of the firm’s ability to understand complicated social issues and constructs and transform them into compelling, engaging and disruptive calls to action. The effort is both a celebration of the positive changes women are experiencing in the beauty industry and a rallying cry to join together to continue to reshape the beauty landscape – from a dated model of “standardized ideals” to one of inclusive representation at shelf and beyond.
More info: www.breakthewalls.com