01.22.24
Unilever-owned SheaMoisture has entered the antiperspirant/deodorant space with its first collection of antiperspirant underarm and whole body deodorant. The brand says the formulas are specifically designed to meet the needs of melanin-rich skin, provinding superior sweat and odor protection for all day/all over freshness and skin solutions that even out underarm discoloration, replenish moisture, soothe and smooth skin in sensitive areas and more.
"SheaMoisture was one of the first brands to launch innovative products crafted with culturally authentic natural ingredients to care for textured hair. This is the first deodorant range that really underarms and your whole body, and is designed primarily for rich melanin skin,” said Dawn Williams-Thompson, head of NA personal care design for retail and local brand development at Unilever. “This reaffirms SheaMoisture’s priority of developing no compromise beauty products to help her live her healthiest, most beautiful life.”
The launch spans eight products, including what the brand calls Black dermatologist approved stick deodorants for long-lasting antiperspirant underarm protection and skin solutions which evens tone, moisturizes, and smooth. Variants include Even Tone made with vitamin C and niacinamide to help visibly even skin tone with daily use; Moisturizing, which is made with raw sea butter and hyaluronic acid that delivers all day moisture; Smoothing made with manuka honey and retinol to help smooth rough, dry and bumpy skin; Fresh made with coconut and hibiscus that provides all day freshness and care; Sensitive made with aloe vera and ceramides and a dermatologically tested and hypoallergenic fragrance; and Soothing Post-Shave, made with vitamin E and kukui nut oil to help actively soothe and calm skin.
There are also two whole body products that have been approved by derms and gynecologists to provide protection via a plant-based formula: Whole Body Deo Cream and Whole Body Invisible Stick. These proudcts do not contain aluminum, baking soda or talc, according to Shea Moisture
The APs and deos will be available starting next month.
To kick off the partnership, SheaMoisture was on hand at Fisk University to honor head coaches Corrinne Tarver (Fisk University), Brittany Harris (Brown University), Ashley Miles Greig (Iowa State), Umme Salim-Beasley (Rutgers University), Aja Sims- Fletcher (Talladega College) and Kelsey Hinton (William & Mary University) who together, are the only African American women head coaches of an NCAA gymnastics program in the country.
Fisk University’s Gymnastics Team is coached by Tarver, who in 1989 became the first African American woman to win the NCAA All-Around Gymnastics Championship.
SheaMoisture will feature the Fisk University Gymnastics Team throughout its Shea deodorant launch campaign, provide a $25,000 grant in support of the teams’ 2024 season, provide career resources to team gymnasts and special products.
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"SheaMoisture was one of the first brands to launch innovative products crafted with culturally authentic natural ingredients to care for textured hair. This is the first deodorant range that really underarms and your whole body, and is designed primarily for rich melanin skin,” said Dawn Williams-Thompson, head of NA personal care design for retail and local brand development at Unilever. “This reaffirms SheaMoisture’s priority of developing no compromise beauty products to help her live her healthiest, most beautiful life.”
The launch spans eight products, including what the brand calls Black dermatologist approved stick deodorants for long-lasting antiperspirant underarm protection and skin solutions which evens tone, moisturizes, and smooth. Variants include Even Tone made with vitamin C and niacinamide to help visibly even skin tone with daily use; Moisturizing, which is made with raw sea butter and hyaluronic acid that delivers all day moisture; Smoothing made with manuka honey and retinol to help smooth rough, dry and bumpy skin; Fresh made with coconut and hibiscus that provides all day freshness and care; Sensitive made with aloe vera and ceramides and a dermatologically tested and hypoallergenic fragrance; and Soothing Post-Shave, made with vitamin E and kukui nut oil to help actively soothe and calm skin.
There are also two whole body products that have been approved by derms and gynecologists to provide protection via a plant-based formula: Whole Body Deo Cream and Whole Body Invisible Stick. These proudcts do not contain aluminum, baking soda or talc, according to Shea Moisture
The APs and deos will be available starting next month.
New Sponsorship with Fisk University Gymnastics
To celebrate SheaMoisture’s entry into the deodorant category, the brand is sponsoring the Fisk University Gymnastics Team, who in history as the first ever HBCU gymnastics team to compete at the NCAA level.To kick off the partnership, SheaMoisture was on hand at Fisk University to honor head coaches Corrinne Tarver (Fisk University), Brittany Harris (Brown University), Ashley Miles Greig (Iowa State), Umme Salim-Beasley (Rutgers University), Aja Sims- Fletcher (Talladega College) and Kelsey Hinton (William & Mary University) who together, are the only African American women head coaches of an NCAA gymnastics program in the country.
Fisk University’s Gymnastics Team is coached by Tarver, who in 1989 became the first African American woman to win the NCAA All-Around Gymnastics Championship.
SheaMoisture will feature the Fisk University Gymnastics Team throughout its Shea deodorant launch campaign, provide a $25,000 grant in support of the teams’ 2024 season, provide career resources to team gymnasts and special products.
Additional Reading
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Happi's 2023 International Top 30: Unilever is No. 1